Made in disclosure on web: still looking for greater transparency
Back in FW 14/15 Contactlab started monitoring the Made in disclosure policy on web product pages for major Luxury Goods brands (The “Made in” Controversy)
What we know is that “Made in” transparency on web matters, especially in Asia and Russia…
…and represents an important selling argument for local E-tailers and Department Stores.
Since 2014 many High End brands improved in “Made in” transparency…
- Bulgari, Loro Piana, Ferragamo now fully disclosing
- Givenchy, Dolce & Gabbana, Zegna disclosing for 50% of items
- Louis Vuitton, Chanel and Dior starting to disclose
…while Premium brands Armani, Ralph Lauren, Michael Kors and Mega Brand Burberry worsened in transparency eliminating the “Made in” description once items are not produced in Luxury Heritage Countries (e.g. Italy, France, UK, Switzerland, …).
A radical shift in “Made in” policy declaration on web happened in FW 16/17: all brands are moving towards declaration only if items can be described as produced in Heritage Countries.
Among Mega-Brands Gucci is the most virtuous, while on the contrary Hermes and Prada are not disclosing “Made in” at all.
Among Jewelers Bulgari is the most virtuous, while on the contrary Cartier and Tiffany are very marginally disclosing “Made in” origin of products.
Once declared, “Made in” Italy is strongly prevalent
- for all brands, apart from Dior and Tiffany
- for all Product Categories, apart from Watches (Made in Swiss), Beauty, Writing Accessories
- also for non-Italian brands
Customers shopping in store can easily check the “Made in” origin on the product tag: why are online Fashion & Luxury customers often not granted the same level of information and transparency?