Luxury Goods Series

The Pillars of Value Perception – Country of Origin

07/2017

The 2^nd edition of “Made in” is out now, the Contactlab report into the transparency the top Fashion & Luxury players adopt online with regards to where their clothing and accessories are made.

Four main behaviors were found:

Brands that produce in the country of origin, known as “heritage” countries, and which communicate this online
Brands that produce in heritage countries but that do not communicate this online
Brands that produce in countries that are not considered to be “heritage” and communicate this online
Brands that produce in countries that are not considered to be “heritage” and do not communicate this online

Why is transparency valuable? How much does this attitude impact on the perception of a brand?

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