Made-In-Canada System Ecology Explorations of the Garment Industry [October 2014] Caralyn Quan Christina Doyle Prateeksha Singh Nourhan Hegazy https://www.flickr.com/search?sort=relevance&license=1%2C2%2C3%2C4%2C5%2C6&text=clothes%20rack
Where Is Your Clothing Made? Orin Zebest, Taken on October 12, 2008. retrieved from: https://www.flickr.com/photos/orinrobertjohn/
Is It Made In Canada? Kent McFarland, Taken on July 31, 2014. retrieved from: https://www.flickr.com/photos/vtebird/
History Of Made-In-Canada Recent policies have changed the garment industry landscape in Canada
Roberto Trm, Taken on August 29, 2010. retrieved from: https://www.flickr.com/photos/massimo_riserbo/
1989 Nafta Free Trade Agreement (NAFTA) 2003 Canada Removed All Tariffs And Quotas From 49 Least Developed Countries [LDCS] 2005 World Trade Organization (WTO) Agreement On Textiles And Clothing (ATC) -Canada removed all quotas on textiles and apparel imports
How Do These Brands Identify Themselves ? MADE IN CANADA
retrieved from: http://www.canada-goose.com/our-story---canada-goose/our-story-canada-goose.html
NOT MADE IN CANADA
Posted by Freshly.Educated.Men on Jun 22, 2012. retrieved from: http://freshlyeducatedmen. com/2012/06/22/1-love-t-o-x-root-canada-pop-up-shop/
Jason Hargrove, Taken on March 14, 2012. retrieved from: https://www.flickr.com/photos/salty_soul/
“We’ve kept 100% of our production at home in Canada because we are committed to outstanding craftsmanship. [..] Cold weather is part of our national identity.
“Roots is Canada’s leading lifestyle brand known around the world for its quality [..] Roots is proud of its Canadian heritage and its strong link with Canada. [..] Roots employs nearly 2,000 people in Canada.”
“Offering stylish, fresh and affordable apparel, accessories and beauty for all seasons, the Joe Fresh brand is the answer to consumers' desire for accessible, of-themoment style”
http://www.canada-goose.com/
https://canada.roots.com/
https://www.joefresh.com/ca/
How Does The Government Define Made-In-Canada ? Made-in-Canada and Product-of-Canada are definined under four Federal Statutes: • • • •
The Competition Act The Consumer Packaging And Labeling Act Textile Labeling Act Precious Metals Marking Act
MADE-IN-CANADA
PRODUCT-OF-CANADA
1. AT LEAST 51% of the total direct costs of producing or manufacturing the goods have occurred in Canada and;
1. AT LEAST 98% of the the total direct costs of producing or manufacturing the goods have occurred in Canada and;
2. The last substantial transformation of the goods occurred in Canada.
2. The last substantial transformation of the goods occurred in Canada.
3. The Made-in-Canada” representation is accompanied by the appropriate qualifying statement, such as Made-in-Canada with imported parts.
THE COMPETITION BUREAU
The Competition Bureau is an independent law enforcement agency that contributes to the prosperity of Canadians by protecting and promoting competitive markets and enabling informed consumer choice.
At least 51% ...Is it misleading? MADE-IN-CANADA
Sjoerd Lammers, Taken on May 31, 2014. retrieved from: https://www.flickr.com/photos/sjoerdlammers/
Shifting Consumer Landscape Close to two-thirds of Canadians surveyed by Business Development Bank of Canada [BDC] said they have “made an effort” to buy Canadian in the previous year
retrived from: https://www.flickr.com/search?sort=relevance&license=1%2C2%2C3%2C4%2C5%2C6&text=shopping
97% aimed to support the local economy, 93% wanted to help create local jobs, BDC said. 30% willing to pay between 10% and 15% more for Canadian made products - Pierre Cléroux, BDC’s chief economist
How Can We Further Develop The Made-In-Canada Economy?
https://www.flickr.com/search?sort=relevance&license=1%2C2%2C3%2C4%2C5%2C6&text=clothes%20rack
Exploring Visual Mapping Techniques 5/5
Defining Boundaries + Barriers
2/5
5/5
2/5
Causal Loops
Influence Map
Iterative Inquiry
Meet Phoebe And Melanie What Are The Factors Affecting Their Choice ?
Influences
Phoebe
Melanie
Social/cultural
National identity Supporting local skills Minimum/labour conditions
Fashion savvy
Environmental
More sustainable / durable Local = environmental regulations
Transient fashion/replaced annually
Psychological
Proximity, less shipping involved Tries to stay informed
Isn’t concerned with the origin
Personal
Larger budget
Smaller budget
Buyers response Perception of better quality Buying for long term investment
Less concern over quality Short term investment
Profile Mid 20s Canadians Early Careerists Middle Class Live in Toronto
Made-In-Canada System Map WTO
Int. pressure NAFTA
CANADIAN GOVERNMENT
Made-In-Canada System Map WTO
Int. pressure NAFTA
CANADIAN GOVERNMENT
Int. Suppliers
Local Suppliers
deregulation
fashion designers
MADE-IN-LDCs
marketing
labour conditions
retailers
Made-In-Canada System Map WTO
Int. pressure
environmental conditions
Competition Bureau
NAFTA
regulation
labour conditions
CANADIAN GOVERNMENT MADE-IN-CANADA
Int. Suppliers
Local Suppliers
deregulation
fashion designers
MADE-IN-LDCs
marketing
labour conditions
retailers
Made-In-Canada System Map WTO
Int. pressure
environmental conditions
Competition Bureau
NAFTA
regulation
canadian labour
CANADIAN GOVERNMENT MADE-IN-CANADA supply/demand Int. Suppliers
PHOEBE
Local Suppliers
deregulation
MELANIE
fashion designers
MADE-IN-LDCs
supply/demand
labour conditions
marketing
retailers
Made-In-Canada System Map WTO
Int. pressure
environmental conditions
Competition Bureau
NAFTA
regulation
canadian labour
CANADIAN GOVERNMENT news
MADE-IN-CANADA supply/demand Int. Suppliers
perception/value blogs
PHOEBE
Local Suppliers
deregulation
MEDIA
MELANIE
trends
fashion designers
MADE-IN-LDCs
supply/demand
labour conditions
marketing
retailers
Consumer Perception WTO
Int. pressure
environmental conditions
Competition Bureau
NAFTA
regulation
canadian labour
GOVERNMENT news
MADE IN CANADA supply/demand Int. Suppliers
Many times a large portion of the system is a “Black Box”
perception/value blogs
PHOEBE
Local Suppliers
deregulation
MEDIA
MELANIE
trends
fashion designers
MADE IN LDCs
supply/demand
labour conditions
marketing
retailers
Impact Of Deregulation On Demand For Local Garments Int. pressure
decreased canadian labour regulation
canadian labour
R CANADIAN GOVERNMENT
Higher prices
decreased demand
MADE-IN-CANADA
decreased manufacturing
Consumer
deregulation
perception/value MEDIA trends
R Cheaper prices
MADE-IN-LDCs
increased manufacturing
increased demand
Framing Archetypes
Framing Archetypes
How Can We Further Develop The Made-In-Canada Economy?
https://www.flickr.com/search?sort=relevance&license=1%2C2%2C3%2C4%2C5%2C6&text=clothes%20rack
Intervention: Government Policy Adaptation
Develop More Formal Made-In-Canada System And Brand Although there are standard policies and government bodies policing manufacturing to ensure that they are following the Made-in-Canada and Product-of-Canada guidelines, there has been little effort to create consumer awareness.
Examine Current Policies To Ensure That The Canadian Economy Is Maximizing The Fiscal Benefits From Current Policies With only 51% of products required to be made in Canada to qualify, the seems to be a large surge in producing and gathering supplies from overseas for better value and profit margin. If policies were reformed, could we create more jobs and skilled workers in Canada?
Intervention: Media Influence On Consumer Choice Negative Coverage Of Fashion Industry Bangladesh factory collapse (May 2013) – A factory collapsed with over 1,100 workers perishing. The high volume of media coverage resulted in negative PR for many of the largest and most well-known “fast fashion” houses including such as Joe Fresh This awareness can help to encourage conscious consumerism and encourage shoppers to consider where their clothes are made and how the labour practices are.
Celebrity Users Key influencers such as Kate Middleton wearing a Canadian designer causes a flurry of attention in the press. This type coverage can enhance sales and product/designer notoriety.
“Thanks To Kate Middleton, Ebay Sees 95% Increase In Yellow Dress Sales”
Media Reporting On ‘Think Global, Buy Local’ Movement From food to fashion, media provides a positive influence for made local products. This can increase awareness and demand for these products and provide the education to enhance Canadian perspective on domestically made products.
“The BDC study found 45 per cent of consumers had made an effort to buy local in the past year, 87 per cent believed it was more environmentally responsible and 97 per cent said they bought a product to support the local economy. They also are paying close attention to corporate business practices“
Intervention: Companies Informing Consumers
Companies Must Play A More Overt Role In Defining The Made-In-Canada Benefits Although the media and government play roles in defining and educating the public, companies themselves should make more of an acute effort to market the elements of their business or product that support: • More skilled manufacturing jobs with fair pay and welltreated employees • More sustainable production practices with locally used supplies to create the product • More visible branding to connect the consumer to the Made-In-Canada product
Questions // Insights What percentage should Made-in-Canada be at a minimum? Would you make an effort to buy more Made-In-Canada products? Do you think consumers are positioned in the right place?
https://www.flickr.com/search?sort=relevance&license=1%2C2%2C3%2C4%2C5%2C6&text=clothes%20rack
Bibliography Alini, Erica. The Future of Manufacturing in Canada. Macleans. Retrieved September 27, 2014 from http://www.macleans.ca/ economy/business/economy-up-off-the-factory-floor/ Apparel Human Resources Canada (2011) Canada’s Transforming Apparel Industry. retrived on September 20, 2014 from: http://www.apparelconnexion.com/_Library/Labor_Market_ Information_Study/AHRC_LMU_Study_Report_Final_ENG_ HRSDC_Version.pdf Braun, W. (2002). The System Archetypes. Canada Implements the G8 Africa Action Plan : Delivering on Commitments, One Year Later. retrieved September 27, 2014 from: http://ahibo.com/G8/evian/en/canada53.htm CBC News. 5 Canadian Consumer Trends to Shape the Future of Retail. CBC News. Retrieved October 1, 2014 from http:// www.cbc.ca/news/business/5-canadian-consumer-trends-toshape-the-future-of-retail-1.2129072 Ditchburn, Jennifer. Ottawa looks to Australia for pointers on Made-in-Canada brand campaign. The Globe and Mail. Retrieved October 1, 2014 from http://www.theglobeandmail. com/report-on-business/industry-news/marketing/ottawalooks-to-australia-for-pointers-on-made-in-canada-brandcampaign/article17471963/ Hossain, Farid. Thousands Mourn 1,127 People Killed in Bangladesh Factory Collapse. Global News Toronto. Retrieved September 27, 2014 from http://globalnews.ca/news/559598/
thousands-mourn-1127-people-killed-in-bangladesh-factorycollapse/ Industry Canada, Final Evaluation of the Canadian Apparel and Textile Industries Program. retrieved September 27, 2014 from: https://www.ic.gc.ca/eic/site/ae-ve.nsf/eng/03118.html Forster, Stefani. Kate Middleton Wears Peach Coat by Canadian-Born Designer Tara Jarmon. Style List Canada. Retrieved September 27, 2014 from http://www.stylelist.ca/2013/04/29/ kate-middleton-tara-jarmon-peach-coat/ Launch Engineering. (unknown). Factors Influencing Consumer Behaviour [digital graphic]. Retrieved on September 28, 2014 from http://www.launchengineering.com/Consumer_ Marketing.htm Ligaya, Armina. Retrieved Made-in-Canada still key for Canada Goose after sale to U.S. private-equity firm Bain, CEO says. Financial Post. Retrieved September 13, 2014 from http://business.financialpost.com/2013/12/10/canada-goose-sells-majority-stake-to-bain-capital/ Morton, B. Shoppers Think Global, Buy Local. The Vancouver Sun. Retrieved September 28, 2014 from http://www.canada. com/story.html?id=972d7cea-fad2-45ae-ab61-73dec0e27526 Wyman, Statistics Canada. Retrieved September 27, 2014 from: http://www.statcan.gc.ca/pub/11-010-x/01206/9545-eng.htm Ligaya, The ‘Made in Canada’ brand: Does it even make any economic difference?. retrieved September 27, 2014 from: http://business.financialpost.com/2014/02/15/the-made-incanada-brand-does-it-even-make-any-economic-difference/
Senge, Peter et al. The Fifth Discipline: The Art and Practice of the Learning Organization, Appendix: Systems Archetypes, Pgs. 389-400, Penguin Putnam, 2001 Wyman, Stretching or Shrinking? The Textile and Clothing Industries in Canada. retrived September 27, 2014 from: http:// www.publications.gc.ca/collections/Collection/Statcan/11-621 -M/11-621-MIE2005022.pdf