The Process:

The phenomenon I chose to focus on was the rising pride and affinity of towards products manufactured in the United States of America which exists as an intersection of political, social, and cultural aspects. Due to rising awareness of human rights violations in the fashion industry spurred by Rana Plaza collapse in 2013, U.S reshoring continues to be a pressing topic of conversation. Over the past few decades, the practice of American apparel brands manufacturing domestically has transformed from something once commonplace to a now unique and celebrated action. This context provides ample opportunity for U.S based companies to shift towards domestic manufacturing while benefiting the domestic economy and increasing positive brand perception among consumers.

The brand I targeted the potential integration towards was The North Face due to the brand lacking a preexisting line of products made in the U.S.A. With The North Being an outdoor performance brand known for its quality and function, I assessed that their customer base would be receptive to such an initiative.