Words: Michael Sudmeier
We sat down with Janet Lees, director of programs and communications, to find out more about how the non-profit uses geographic branding to market and promote locally made products.
What is geographic branding? How does SFMade aid companies in using this approach to marketing and promoting their products?
Geographic branding is putting emphasis on “pride of place” and the “locally-made” attribute when telling the story of a product in order to differentiate it and to foster customer loyalty. Many companies choose to manufacture in San Francisco, despite the higher costs, because they are passionate about the community they operate in and want to remain so that they can employ a local workforce, utilize local resources, partner with other like-minded companies and build a values driven company.
SFMade has a Certified Manufacturers Program, where companies who are headquartered and operating in San Francisco, can utilize the SFMade logo as a branding and promotional platform for their products. SFMade also conducts training sessions on Branding and how to fully utilize the SFMade and locally-made platform.
How does SFMade aid manufacturers in keeping their supply chains local?
SFMade conducts two signature educational workshops:
* Finding and Working with Sub-Contractors
*How to Set Up your Own Manufacturing Operation
We keep an evolving list of suppliers and contract manufacturers so that new companies and existing companies can access the current local resources. We also conduct regular factory tours of our local production facilities, ranging from cut and sew shops, to chocolate factories, to coffee roasting facilities, wood shops, letterpress companies and metal shops.
What common denominators have you seen among apparel companies that are able to continue to manufacture their products in the United States despite pressures to shift production abroad?
They are doing small-batch, high quality and unique items. Speed to market is key and they are looking for relatively low minimums. They are skilled and talented designers who introduce new collections on a regular basis and can build exclusivity and limited production into their marketing. They are able to find local factories who they build a relationship with and over time and then are able to negotiate more favorable and flexible terms. Some of these companies may have multiple lines where the more mass produced items go off shore. Hybrid models are becoming more common.
What advice would you offer to apparel companies looking to find domestic manufacturing partners?
Network, network, network. There are more cut and sew factories than you think but many do not have websites and are hard to find. Look for organizations like SFMade, talk to pattern makers and apparel production consultants. Visit the factories and see firsthand how they work. Make sure they are licensed (and make sure you have all of the required licenses yourself).
