Sourcing Matters:

If priced equally, consumers are 14% more likely to purchase a garment if the label states ‘Made in Europe’. Consumer don’t value the fact that it is locally sourced as much as they value the materials globally. A production country could be an interesting study: (example: Made in Portugal, Made in Italy) to understand nuances. A label stating obviously that this garment was produced ‘locally’ vs ‘internationally’ & ‘ethically/ fair-trade’ vs ‘sustainably’ could provide some deeper understanding in the scale of values and understanding of consumers.