Why Did American Online Clothing Retailer American Giant Succeed?

American Giant is an online clothing sales website that sells hoodies. Its hat style is novel and has artistic temperament.

In the past two years, American Giant sportswear has been listed and received unimaginable attention and welcome. It is called "the best Hoodie ever", and many Silicon Valley engineers have become their loyal fans.

American Giant sweater is really good, the price is fair, between about 69 to 89 U.S. dollars, you can buy it.

Winthrop, the founder of American Giant, believes that the United States can produce iPhone that represents the latest technology, but there is no way to produce a sweater on its own.

Because the manufacturing industry in the United States has been seriously "abandoned" in the past decades, it also makes the United States no resistance in the economic crisis.

For this reason, American Giant pursues the principle of 100% made in the United States, and cotton is also taken from the United States, and the local factory has produced and produced excellent quality sportswear.

Of course, the success of American Giant lies not only in its insisting on 100% "made in America", but also in perfectionism in details. It strives for excellence in design, material selection and manufacture, and creates a refined and elegant sportswear, which is loved by consumers.

Insist on 100% "made in America"

According to the report, American Giant has insisted on producing its own clothes in the United States since its establishment for three years.

On the contrary, most clothing brands outsource production to countries with lower labour costs, such as Bangladesh and China.

American Giant long sleeved sweater is popular among American consumers, and even attracts a large number of IT engineers in Silicon Valley.

In the article, columnist Farhad Manjoo, the famous magazine Slate, wears long sleeves as "the best Hoodie so far".

This article brought good luck, American Giant $500 thousand in stock Hoodie sold out in 36 hours.

Success came too abruptly. American Giant once got into a "distress": there was not enough manpower and raw materials to deal with a large number of orders.

Next, the American Giant, which tasted the sweetness, quickly increased its output by 15-20 times and exported it to the market far and wide.

American Giant is headquartered in San Francisco and works with five US factories to produce sportswear, shirts, loose fitting sports pants and so on.

Three of them are in California and two are in North Carolina.

"It's 1 million times more convenient to produce garments in North Carolina than in Shenzhen."

Bayard Winthrop, founder of American Giant said.

After the economic crisis, the United States introspection that manufacturing recession is a major reason for its fragile economy.

President Obama launched a campaign to support the "made in the United States" campaign.

American Giant clothing company was founded in 2012 when Obama advocated "made in the United States".

Winthrop said that if a factory is established in foreign countries, it may destroy the brand image of the company, or it may also reduce the quality of its products.

"Consumers now understand a brand in a completely new way.

They do not read advertisements now, but know the background of brands through oral social media or other channels.

They believe in their friends and relatives rather than advertisements.

A brand that truly manufactures goods in the United States always attracts people's interest.

Winthrop grew up in the 70s of last century.

"In my youth, I relied on the money my mother gave me," he recalls. "You can buy sportswear made in the United States. Those sportswear are the highest in the world, but the price is not high.

However, in 40 years, we can produce iPhone, which represents the latest technological achievements. We can listen to songs and telephone conferences, and we can buy all kinds of goods online, but we can not even build a sportswear.

I always feel that it is my duty to do something for the American manufacturing industry.

The trend of buying "made in America" is rising gradually.

American consumers are now in an interesting fashion.

Many people will look at labels before buying a product and ask: "this is"

Americans do not come out of patriotism or think that the quality of American goods is better. This is mainly because the lessons learned from the economic crisis are too profound.

Since the outbreak of the economic crisis in 2008, the unemployment rate in the United States has increased dramatically, and many people have been in a serious predicament.

Now, the United States has just stepped out of the quagmire of the economic crisis. Many Americans are beginning to rethink that one of the reasons for the high unemployment rate is the result of the massive pfer of American manufacturing to overseas.

The American pain is aware that the goods from other parts of the world are cheap, but at the expense of manufacturing jobs in the US.

At the same time, China's rising labor costs are eroding the "made in China" cost advantage, plus freight.

Tariffs and other costs, the global manufacturing industry

The dependence will be lower and lower.

The Boston consulting group predicts that by 2015, the cost of targeting many consumers in North America will be almost the same as those made in China.

For this reason, the US government and some leading enterprises began to encourage the manufacturing industry to return to the mainland.

In response, WAL-MART launched an initiative to encourage the return of the US manufacturing industry, announcing that it will spend $250 billion in the next ten years to buy "made in the United States".

WAL-MART says consumers are now willing to buy all kinds of "made in America" products from their stores or websites, including flat-panel televisions, light bulbs, towels, curtains and so on.

Many companies have been inspired to return to the us to invest and build factories, and the new online clothing retailer, American Giant, is a typical American made product.

However, it is worth noting that the manufacturing industry in the United States has been "abandoned for a long time". It is no easy task to revitalize the manufacturing industry.

One of the difficulties is that the United States lacks skilled workers. Besides, spare parts are difficult to supply, and many of them need to be purchased overseas.

The wage level of the United States is still 6 times that of China. Besides the manufacturing industry with a high degree of mechanization, the labor-intensive manufacturing industry can not be moved to the United States.