Marketing the 'Made in USA' label - FOX 13 News

Marketing the 'Made in USA' label

Posted: Updated:
MYFOXNY.COM -

In its latest commercial, Apple shows attractive people smiling and laughing while carelessly tapping iPads and iPhones. Words on the screen read: "Designed in California." And a soothing voice says: "This is our signature. And it means everything."

It may mean everything, but it doesn't say everything. Yes, Apple designs its products in America, but it builds the majority of them in China.

At least one marketing expert thinks that could soon change.

"American consumers take a lot of pride in their country's ability to design, engineer and manufacture good, quality products," Oatworks CEO David Peters said.

In just the last couple of years, Peters said he has witnessed a shift in consumer spending habits: Now, even if they love it, if it's made overseas, more Americans seem willing to leave it.

"If they're undecided between two products which have very similar qualities, then I think it can tip the balance in favor the U.S.-manufactured product," Peters said.

And advertisers seem to have noticed.

Apple's looking to capitalize on the buy-American wave, Motorola's declaring independence from foreign manufacturing, and Chrysler continues to tout its red, white and blue-collar history.

Even New York -- with its gift shops packed with replicas of American icons all made overseas -- wants to reward the few, the proud, our nation's manufacturers.

"When you make things in America you make it in America," Rep. Steve Israel said at news conference in Long Island Wednesday. A new bill touted by the congressman would require national parks sell only merchandise made in the United States.

"[It's] a very simple and common-sense solution to creating jobs and regaining our manufacturing supremacy in the world," Israel said.

But -- as any founding father would point out -- declaring independence and earning one's freedom are two different things. Barbie dolls, Levi's jeans, Huffy bicycles, Converse All-Stars, Radio Flyer wagons, even our nation's Olympic uniforms all come from overseas factories. We've even outsourced our national pastime: Every one of the more than 100,000 Rawlings baseballs used annually in the major leagues is manufactured in Costa Rica.

Representative Israel would like to break up that monopoly and bring some of those products back home.

But Monopoly the board game? Dice and tokens made in China.

  • Your MoneyMore>>

  • Manhattan West Project

    Skyline of West Side is changing

    Skyline of West Side is changing

    Tuesday, July 22 2014 6:25 PM EDT2014-07-22 22:25:22 GMT
    The Manhattan West Project is a $4.5 billion development that will change the skyline on the West Side. The five-acre site that will consist of office towers, a residential building, retail, a 5-star hotel, health and fitness facilities, rooftop gardens, restaurants, cafes, and a park is being built on top of active rail yards. Fox 5 got a look at the progress of the project.
    The Manhattan West Project is a $4.5 billion development that will change the skyline on the West Side. The five-acre site that will consist of office towers, a residential building, retail, a 5-star hotel, health and fitness facilities, rooftop gardens, restaurants, cafes, and a park is being built on top of active rail yards. Fox 5 got a look at the progress of the project.
  • Beach fashion

    Long-sleeved swimsuit is latest beach and pool fashion trend

    Long-sleeved swimsuit is latest beach and pool fashion trend

    Monday, July 21 2014 6:13 PM EDT2014-07-21 22:13:49 GMT
    You have lots of ways to look stylish on the beach, from a bikini to a tankini to a one piece. But the newest trend is long-sleeved swimsuits -- modesty takes precedence over a golden glow. The new beachwear is turning up on sites like ASOS and on luxury sites like Neiman Marcus. There are one piece versions and crop top versions.One of the pioneers of the trend is Dallas-based clothing company Cover.
    You have lots of ways to look stylish on the beach, from a bikini to a tankini to a one piece. But the newest trend is long-sleeved swimsuits -- modesty takes precedence over a golden glow. The new beachwear is turning up on sites like ASOS and on luxury sites like Neiman Marcus. There are one piece versions and crop top versions.One of the pioneers of the trend is Dallas-based clothing company Cover.
  • Wawa to close first store opened 50 years ago

    Wawa to close first store opened 50 years ago

    Monday, July 21 2014 3:01 PM EDT2014-07-21 19:01:43 GMT
    Wawa plans to close the first convenience store opened by the chain in the Philadelphia suburbs a half-century ago.  Susan Bratton, Wawa's regional real estate manager, says the old store is just too small.
    Wawa plans to close the first convenience store opened by the chain in the Philadelphia suburbs a half-century ago.  Susan Bratton, Wawa's regional real estate manager, says the old store is just too small.
Powered by WorldNow

FOX 13 / WTVT-TV
3213 West Kennedy Blvd.
Tampa, Florida 33609
Main: (813) 876-1313
Newsroom: (813) 870-9630
Fax: (813) 871-3135

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices