Hard work, that’s what made America great, right? At least that’s what Carhartt asserts in their new advertising. Unfortunately, American workers…

won’t be working hard in American-made Carhartt clothing any longer. It seems that the American worker is either too expensive or too unproductive for Carhartt, which is interesting as Carhartt’s current advertising extols the virtues of the American worker. A new Carhartt spot laments the fact that “some” (an undefined, amorphous group or organization) say “that we’ve lost our touch, we don’t build things with lasting detail or worse, that we just don’t bother.” The spot contends that the American worker is the source of and inspiration for America’s greatness. We couldn’t agree more.

Further, the spot visually associates this American work ethic and the ethos of quality with Carhartt clothing. Unfortunately, the clothing line that is supposedly integral to our tradition of hard work and achievement is no longer made by American workers. Over the last three years Carhartt has moved virtually all of its clothing production from the U.S. to Mexico, China and points in between.

It seems that Carhartt is guilty of what it contends “others” are saying is wrong with America and the American worker in particular, “That we’ve lost our grip.”

Here is Carhartt’s corporate explanation of the manufacturing change: “To remain competitive in a global economy, Carhartt upholds a balanced approach to manufacturing by owning, operating and sourcing through facilities in the United States, Mexico and globally. Although our level of U.S. production is not as high as it once was, Carhartt still maintains sewing, distribution, cutting and administrative facilities in the United States. We stand behind the quality of our products and continue to manufacture garments that exceed industry standards for durability, comfort and quality of construction.

The fallout from this move has been swift and predictable. To read for yourself, take a look at Carhartt’s blog. To their credit, they haven’t tried to hide this negative response.

The Mensch is intrigued; why fashion a campaign extolling the virtues of the American worker and the fruit of their labors for a product line that isn’t manufactured by members of that same group. The logical motive is to deflect potential criticism for moving offshore by clouding the issue with a blatantly patriotic theme. Their agency might have suggested that many of the buyers of their clothing: a. don’t know or b: don’t care where the clothing is made. The response on Carhartt’s blog would suggest otherwise.

Carhartt’s clothing is indeed well made and that quality has always come with a substantial price tag. If Carhartt’s strategy by moving offshore is to bolster their price competitiveness in the marketplace, they should adjust their pricing downward to reflect that new strategy. If the move is simply meant to fatten the bottom-line then they will have a difficult time justifying their above average pricing, particularly to the American worker who has supported Carhartt for decades.

Readers of al2rego know that the Mensch is a proud advocate of the American worker and a believer in our ability to compete with anyone in the international workplace. It is disappointing that Carhartt has ended a long tradition of American manufacturing and disconcerting that they have given the prime consumer of their products, the American worker, a very hollow compliment in their advertising.

The Mensch feels that this could very well be a rather cold Christmas season at Carhartt.

What do you think about Carhartt’s ad? Would you have ok’ed this ad if you were the CMO at Carhartt?

 

 

 

 

 

 

 

 

 

Written by Marketing Mensch

This entry was posted on Wednesday, November 30th, 2011 and is filed under The Soap Box.
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