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Made in Australia: A designer’s marketing strategy?

A report by not-for-profit Australian Made Campaign shows that there has been an increase in Australian businesses registering to brand products as genuinely ‘Made in Australia’.

Made in Australia: A designer’s marketing strategy?


October 21st, 2015

The ‘made in’ label matters more than ever, as more and more brands move offshore to manufacture and produce their goods. Where once it was possible to hide where and how things are made, now digitally connected consumers are able to easily discover and reveal false origin claims and companies that fail to live up to ethical and safety standards.

Increasingly, consumers care about the origin of their products and the values that are attached with a country of original label like ‘Made in Australia’. They are looking for greater connection with designers and manufactures, and they want to know the story behind their product. So how can brands use this knowledge to inform their strategy?

A new report by Australian Made Campaign says the average number of businesses registering to use the Australian Made, Australian Grown logo each month has almost doubled over the past year. According to Australian Made Campaign Chief Executive, Ian Harrison, the sharp rise in use of the logo could be largely attributed to increasing awareness of the benefits of locally made goods, and the impact buying locally has on the economy, community and environment.

As you might expect, for many designers the ‘Made in Australia’ label is an advantage, and offers a consistent marketing statement that reinforces brand positioning and a story about provenance. The label is also a way of offering transparency and accountability to the consumer, a way of setting a benchmark for the quality of a product, and a way of demonstrating safety and ethical values.

“Our research shows country-of-origin is a key factor in product purchase decisions,” says Harrison. “Consumers might buy Aussie out of a sense of responsibility, but at the end of the day, products made and grown here are often better quality and value, and that keeps consumers coming back for more,” Mr Harrison said.

Australian Made Campaign


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