Who Cares Where a Brand is From?
I was minding my own business scrolling through Tumblr on a Sunday morning, and fifteen minutes later managed to find myself imbroglioed in a promise to write a blog post. The casus bloggi is this post from dirnelli, which led to an exchange on Twitter. To summarize, dirnelli got all #actually on GQ for calling Eidos an “Italian brand” though their designer is American and they do not currently sell in Europe; I got all #actually on his #actually since their designer is an American of Italian descent, and their factory is in Italy, and they are owned by an Italian company; this led to a discussion of whether brand nationality means anything, at which point I felt like 140 characters could no longer contain me. So here I am, taking to Tumblr.
My main point is that if you care about a brand’s nationality, full stop, you are prostrating yourself to the great god of marketing. Because you will perceive a brand’s nationality to be whatever they market themselves as. Eidos markets themselves as an Italian brand, with some justification, mentioned above. Meanwhile Ralph Lauren - considered a thoroughbred American brand - is also made in Italy. As is Huntsman, the doge of Savile Row. French luxury giants under the LVMH umbrella produce much of their goods in China.
Does this matter? Does Italian manufacture make RL any less of an “American” brand? Should you care?