Should You Offer ‘Made In’ Information?

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image: madeindetroit.com
image: madeindetroit.com
image: madeindetroit.com

I was reading this article on Retail Wire that said Fashion e-sites should offer ‘Made In’ info just like stores ‘Pure play e-tailers typically have an overhead advantage over their physical store competitors. They have also held an edge when it comes to sales tax collection, although groups such as the Main Street Fairness Coalition have called on lawmakers to pass legislation addressing the disparity…. The Business of Fashion website calling on online fashion sites to disclose where clothing is made to level the playing field with physical stores that have that information on every clothing label they sell…(Article

I got to thinking about this, while most of the products we use in the USA have to have a country of origin (Hopefully they have not lied about this), what can eyecare professionals do with ‘Made In’ information?

  • How can we use it to compete with online Retailers?
  • How can we use it to educate the consumer, ergo the patients?
  • Would drawing attention to this be a benefit?

Take for instance lens fabrication. Do you have a sign up that says ‘Our Optical Lenses Are Made By a Local Lab?’ We handcraft our optical lenses in house. This could open up an opportunity to discuss quality, country of origin, local support and more.

Image: Glorious Spirits
Image: Glorious Spirits

Even Contact Lenses can be introduced: Our contact lens……. are from American Companies and are all FDA Certified…. with… strict standards. They are manufactured globally. Our Contact Lens supplies are made….

Eyewear in particular is vulnerable.  This Eyewear….. is Made In Italy using Mazzucchelli Zyl. This Eyewear is Made In France in the Jura Region, which is known for eyewear manufacturing. This product is made in Germany, Netherlands, Denmark, which are known for quality. Made in Japan, known for streetwear styling and quality. Don’t be wary of saying made in China, Korea, there are some great and and quality products coming out of Asia and Russia.

If people balk at a Made in China, ask them if they shop at Target or Wal-Mart. Most of those products are made in the East somewhere, that is why the pricing is so low.

By bringing attention to the Made In Information, it just might be the start of a conversation that will not only educate patients, it just might help keep them in the door.

Resources

  • iitlay: Organization of Italian made products
  • ANFAO Italian Optical Goods Manufacturer’s Association
  • Lunetiers du Jura: Organization of French Eyewear manufacturers. Membership is listed.
Claire Goldsmith MidPage