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Consumers who read about the Saipan scandal rightfully felt deceived. A Roper poll of American consumers found that the “Made in the U.S.A. ” label was considered a positive attribute by 95 percent of the people. Sixty percent of respondents in another poll indicated that the country of origin is at least somewhat important to them when making purchasing decisions.

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Thanks to our stereotypes of various countries, certain country labels carry cachet; others, stigma. For many consumers, the country where a garment is made is an indicator of quality. I’m a snob about where my clothes are made, ” says Angela, forty-eight, a sales consultant in Gaithersburg, Maryland. To me, certain countries represent a certain quality. For instance, I prefer fabrics and workmanship from Italy, gold jewelry from Italy rather than Turkey, wool and cashmere from England and Scotland, leather goods from Italy, cotton goods made in the U.S. To me, countries like Taiwan indicate mass-produced goods. ? For others, seeing the name of a certain country is a signal that a garment was made under good (or bad) working conditions. I prefer to buy clothes that were made in the brand’s country of origin, especially if it’s Europe or the U.S. only because I know that there are established and respected labor laws in these countries, ” says Roxanne, a twenty-nine-year-old writer in London. And clearly, consumers have no uncertainties about what constitutes an American-made product in a 1996 survey, only 14 percent of consumers strongly agreed that a product that had 50 percent American parts and labor should be considered “Made in the U.S.A. ” The Saipan case opened many consumers’ eyes to the fact that there’s only so much we can know about where our clothes came from. DOES THE FASHION VICTIM CARE? Today, supporting the existence of sweatshops is on a par with singing the praises of animal testing many people may secretly be grateful for the benefits that come from these activities (sweatshops help con- sumers keep more of their hard-earned money; animal testing means fewer trial-and-error experiments on humans), but few have the audacity to support them publicly. So consumers are put in this odd position: They’re torn between the perceptible, everyday advantages they derive from sweatshops (cheap clothes) and the notion that they’re supposed to oppose sweatshops. Chevron Fashion Lanyard printed w/logo, #LY-1303 – MARCO Promos Bestcelebritystyle

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