When perusing flea markets and estate sales, you can score true vintage items when you simply see "Made in the USA" on the bottom of a variety of objects. Of course, "vintage" can be highly desirable.
Now, many modern items are stamped "Made in China." (It used to be "Made in Taiwan" or "Made in Japan") – but we are seeing a resurgence of "Made in the USA" as it's coming full circle, especially in the promotional products industry. Domestic manufacturing is starting to increase.
Janine Cannici of VisionUSA observes that costs associated with overseas manufacturing and delivery have significantly increased over the past five years. "Domestic manufacturing is now very competitive cost wise."
She adds that VisionUSA was established using the company's manufacturing facility in New Jersey, which it has owned for more than 25 years, and provides the supplier with immediate flexibility to control production volume as needed.
Jennifer LeBarron of Visstun/Digispec/CounterPoint, opines, "Although the manufacturing industry has seen a slow rate of increase over the past five years, it is an increase that we should be satisfied." She adds that Visstun, Digispec and CounterPoint have all been able to focus on domestic manufacturing due to corporate commitment. All the materials used to produce its products are American made and everything the supplier sells is produced in its Las Vegas, NV facility.
Amberlea Barnes of Drum-Line agrees that there has been some resurgence in U.S. manufacturing over the past five years. She attributes this to pricing increasing overseas, safety concerns, and port troubles causing delays. Drum-Line, she notes, has been a U.S. manufacturer for over 80 years, making to order nearly 500 different styles of journals, notebooks, memo pads, calendars, and planners in its Arkansas factory. "From order processing to artwork prep, printing, bindery, and packaging, every step of the order happens here," she explains. "This turnkey operation gives us complete control over quality. We can turn orders faster, more reliably, and without the safety concerns of direct importing."
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Scott Thackston of Aprons, Etc. also attributes rise in demand for U.S.-made products to two major factors: 1) the rising cost of import goods from China and, 2) the long lead-times for production and inconsistent shipping port labor issues. Also, he says, "More competitive U.S. manufacturing in cost, time and quality has moved production back in certain product categories. Now with U.S. manufacturing you don't have to wait up to eight weeks on production. If you're choosing a stock color your customer can place a custom style with less than a month turnkey production."
According to Stan W. A. Dohan, MAS, of The Allen Company, the inventory capacities and slower turnaround times in China, plus the increasing pricing and piracy, have encouraged the emergence of U.S. sources "and using good, old-fashioned U.S.A. innovation have slowly re-captured market share. As a union supplier, this has exponentially increased our U.S.A. products business."
Although Americans are quite the prideful lot, distributors know that in any case, the price/cost issue is always raised. The perception that U.S.-made may be phenomenally more expensive, however, can be overcome, and so could the resulting sales objection.
"Price is definitely established by the perception of the value of the item by the purchaser," agrees LeBarron. "It is, in many cases, the most important factor when clients are choosing promotional products. Since everything is produced in our Las Vegas factory, we eliminate many of those outsourcing costs that other manufacturers must absorb."
Thackston opines, "With the major industry concern about product safety and consistent quality in the national headlines weighing heavy on the promotional products distributor, the price topic is not as detrimental as prior years. The overall U.S.-made control, communication and production timeline of the domestic order is an much easier up-sell in the current market.
Gwen Brey of Beacon Promotions, says her company's DriMark® U.S.-made items have three times more ink than imported counterparts, and therefore, are a much better buy. Another favorable selling point is that DriMark is committed to safety, using 80% water-based inks. All products are non-toxic, non-flammable and all dyes and pigments are lead and heavy metal free; these are safety features not typically found in import counterparts, she stresses. When considering DriMark highlighters, she says, advise customers that large quantity orders can be turned rather quickly. Custom items can also be created with lower minimum quantities and quicker lead times than an import item. "Also, U.S.-made orders save on duties, freight and taxes," she emphasizes.
Cannici concedes that "Made in the U.S.A." can have a reputation of being higher price, however, she has seen that is not necessarily the case due to the increasing overseas costs. "While the pricing stigma may be dwindling, the perceived quality of U.S.-made goods has never been stronger," she observes.
Barnes asserts, "When distributors present creative ideas that cannot be found online, price becomes less of a factor. An advantage of partnering with a supplier of U.S.-made products is that product customization is often available in smaller quantities with faster lead times. Since Drum-Line products are made to order, we can work with distributors to create unique concepts that their client will not see anywhere else."
Undeniably, more and more companies will be seeking to bring "it" back home – product innovation and manufacturing, with much easier and swifter production and delivery, and of course, American pride.
Case Studies
Stan Dohan of The Allen Company: "Our largest single order last year was 560,000 USA-made union sublimated 15-oz. white mugs featuring the image of President Obama on one side, and a photo of his birth certificate on the other. The handle imprint proudly proclaimed, 'Made in USA.' People who contributed $100 to the DNC received this mug."
Janine Cannici of VisionUSA: "Our patented Soup Mug Soupreme SMSUSA was selected by Education USA to provide participants at its forum in Washington, D.C. with a practical gift that could be used at home. The organization used the Soup Mug Soupreme as part of is reception kit that was distributed to the participants as they checked in at the conference. It was a natural for college and university educators to use in their daily lives back on campus, promotes healthy living and of course, is made in the U.S.A."
Jennifer LeBarron of Visstun/Digispec/CounterPoint: "(Counterpoint) The Colorado Department of Motor Vehicles (DMV) wanted to reduce lengthy lines in its state offices, so its distributor purchased heavy duty counter mats with information about how to renew vehicular tags online. The counter mats sat on DMV counters giving visitors an opportunity to learn about the online vehicle tag renewal program, the details about eligibility, and the Colorado government website. The counter mats helped decrease lines and increase online vehicle registration."