Indeed, it appearing on luxury products has a negative effect.Īnd that is because, for a long time, the country focused a lot on the mass production of products targeted at the lower segment of the global market. And that has come from expertise in production that has been accumulated in the country for centuries.Ĭhina has struggled to turn the ‘Made in China’ into a positive marker of quality. In the fashion industry, ‘Made in Italy’ is the best marker of quality. Some have seen great success by using it, and to others, it has become a marketing obstacle. However, in just a few years, ‘Made in Germany’ became a mark of quality and turned into a very useful marketing tool. Germany was forced to label its products ‘Made in Germany’ after the first world to allow consumers around the world not to buy them as a protest for its role in the war. The second irony is that the first internationality imposed ‘Made in’ labelling was supposed to act as a punishment.
The first one is that some of the oldest cases of consumers using the place of origin as a marker of quality were recorded during the Chinese Han Dynasty that existed between 220 BC and AD 200. While researching this topic, I came across two glaring ironies. It turns out consumers have behaved this way since ancient times. This is the phenomenon of consumers preferring to buy products from a particular country or region.Īnd that is driven by the belief (often rightly so) that the quality from that product from that country or region is of higher quality. The reason why manufacturing luxury brands is somehow a taboo comes down to what is known as “ Made In” image or products’ nationality bias. However, when the shoe manufacturing moved to China, the Made in China tag was hidden somewhere under the tongue.īy the way, Balenciaga is owned by Kering, the same company that owns Gucci. When it was made in Italy, the tag was proudly displayed on the insole. Indeed, even brands that are officially doing some of their manufacturing in China try to downplay it.įor example, when Balenciaga decided to manufacture a type of sneakers in China, they had to change the placing of the country of origin tag. Why is Gucci made in China a no no!?īut why is Gucci, or any other major luxury brand, manufacturing in China a big deal? It would be best if you cut your costs to match them, and sometimes that involves copying their strategy. In business, if your competitor produces its merchandise at a lower cost than you, then your business is at risk. That is especially when you consider that many of its competitors have already done so. In short, there is enough motivation for Gucci to move their manufacturing operations to China. It is also one of the largest markets for luxury items. And the general belief is that these parts are transported to Italy, assembled, packed and branded with the Gucci made in Italy tag.Īfter all, there is a growing trend of major luxury brands from Europe and North America moving their manufacturing operations to China and other similar locations.Ĭhina is turning out to be an attractive destination for manufacturers in particular because of the low cost of labour and electricity. All the Gucci manufacturing plants are located within Italy except for a few in other European countries, in particular, France and Spain.īut several reasons make many entertain the idea that there is a plant in China that manufactures at least some part of Gucci items.
Officially, Gucci does not manufacture any of their products in China. Is there a handbag, wallet, shoe or any other item that is branded Gucci and is made in China?
0 kommentar(er)
