The Innovative Management of “Made By” and “Made In” as a Factors in Brand Image and Competitiveness in the Fashion Industry

Abstract

This chapter addresses how fashion brands innovatively manage the “country of origin” (“made by” and “made in”) variable, as well as the consequences in terms of brand image, reputation, and competitiveness. This empirical work gives an account of the fashion brands Spanish millennials wear. Then, the authors assess their degree of brand literacy through their knowledge of the country of origin of the said brands (“made by”) and of the manufacturing country (“made in”). Last, they evaluate how their awareness of “made by” and “made in” affects the millennials' image and feelings.