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Author, direct marketing guru, and always entertaining Denny Hatch focuses on a major story in the news and shows how businesses can take advantage of–or avoid the pitfalls from–the lessons to be learned in terms of marketing, sales, PR and communications.
Nov 18, 2008 : Vol. 4, Issue No. 64

A Web Site I'd Like to See

With 10.1 million unemployed in the U.S., why buy from China?
A   A   A   A
Advertisement
IN THE NEWS
Denny Hatch Googled "catalog" and these sponsored links popped up:
SkyMall online catalog
Search hundreds of SkyMall products online. Official site. Shop now www.SkyMall.com
Newport News
Runway-inspired fashions for less. Shop our 2008 styles and trends. www.Newport-News.com
Signals Mail Order Catalog
Fun & Great Gifts for All Occasions Your One-Stop Holiday Gift Store www.signals.com
Crate & Barrel Furniture
Find Contemporary Furniture for Your Home Online at Crate & Barrel! www.CrateandBarrel.com

—Nov. 11, 2008

How did I miss this?

The Weasel Word: 'Imported'
I went online to find my chinos on the L.L. Bean Web site. Here's the copy:

About This Item
For years, our customers have complimented the superior comfort and workmanship of our Chinos. The secret to their popularity is in the soft yet sturdy cotton fabric and the comfortable fit. Bonded to the fabric is a durable stain- and wrinkle-resistant Nano-Care® by Nano-Tex® treatment that ensures creases stay in, but stains and wrinkles stay out.
The sturdy no-roll waistband is one of the most comfortable you'll find, and the deep, roomy pockets have coin catches to keep your change secure. Rugged buttons and sturdy zipper will last for years. And we've included a center-back belt loop to keep your belt from riding up - a feature that many of our competitors do without.


Classic Fit has a trim cut with traditional straight legs. Plain front. 8.6 oz. fabric. Fits belts up to 1-1/2 "W. Imported. Machine wash and dry.

Note the buried fifth word from the end: "Imported."

Not "Made in China" or "Imported from China." Just "Imported."

I then went to the four catalogs—those "Sponsored Links" featured under "IN THE NEWS"—and found they all described their merchandise one of two ways:
  • Imported
  • Made in USA or Made in America.

I then surfed a number of catalog Web sites, and the results were the same—"imported" was the operative word.

I also entered "Made in USA" and/or "American Made" on catalog site searches. Some listed this merchandise; others drew a blank. The sleaziest cataloger was Coldwater Creek, which listed dozens of SKUs "Made in America." Then you come to the weasel-wording:

Paisley tapestry cardigan with bejeweled French knot closure and lightly padded shoulders. Matching tank. Both galaxied with sparkle throughout. Polyester, acetate and spandex knit. Hand wash. USA/imported. [H50415].

USA/imported?

Hey, guys, you can't have it both ways.

It turns out the labels on actual products or packaging must reveal country of origin, so retail customers can make an informed decision. Distance merchants are off the hook.

This is wrong.

The Web Site I Propose
With 10.1 million Americans out of work—and unemployment at 6.5% and on the rise—I'm sure some of us would pay a little more to "buy American" and put our fellow citizens to work so they can pay taxes and feed the economy rather than collect unemployment payments (while they last), lose their homes and join the ranks of the homeless.

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