John Lewis stirs nationalist pride with ‘Made in UK’ effort

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As we’ve previously noted, over the past few years some brands have been playing up their domestic provenance to appeal to American and British consumers anxious about jobs disappearing and their nations losing ground as emerging markets rise. Now, at a time of swelling nationalist pride around the royal baby’s birth, John Lewis is promoting British manufacturing by emphasizing products made in the U.K.

Although two-thirds of the retailer’s goods are manufactured outside Britain, John Lewis is highlighting domestically made products by marking them with the Union Jack. On its website, the company explains that it’s working with around 130 British manufacturers “in celebration of the nation’s skills and craftsmanship.” Buying a British-made carpet, for instance, “means you support British farming,” since carpet makers are the country’s biggest users of local wool.

While John Lewis’s managing director acknowledges that locally manufactured products will never be the cheapest, he believes there is a sweet spot “in terms of design, quality and value.” With anxieties stemming from the economic crisis likely to linger even as consumer spending starts rising in the U.K., it’s a good time to appeal to national pride.

Photo Credit: John Lewis

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