Is Wal-Mart’s $250 billion “Made in the USA” Program Another “Crafted with Pride Campaign”? (II)

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In early 2014, Wal-Mart Store Inc. announced its commitment to buy $250 billion “Made in the USA” products (including textiles and apparel) over the next 10 years ($50 billion annually) with the hope to “help spark a revitalization of U.S.-based manufacturing” and “create jobs in America”.

So how is the program going so far, especially in the textile and apparel (T&A) area?

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From exploring the company’s website, it is interesting to find that around 30 kinds of “Made in USA” T&A currently are being sold at Wal-Mart. However, majority of these T&A products are basic socks priced less than $10/unit. Wal-Mart also sells two types of men’s jeans, priced at $24/pair and $22/pair respectively. Although such a price level is higher than most jeans sold at Wal-Mart (which range from $8 to $20 per unit on average), it is still at the low-end of the market (see the chart below adopted from a Just Style report on the global jeans market).

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On the other hand, as part of the “Made in USA” program, Wal-Mart sponsors a U.S. Manufacturing Innovation Fund with the purpose of “making it both easier and more competitive to make household goods in the U.S.”. T&A is one area this fund is willing to support as long as the research projects could “reduce the cost of producing textiles and apparel in the U.S., including weaving, fabric dyeing, cut & sew.

So what’s your view on Wal-Mart’s “Made in USA” initiative in the 21st century? How is it different from the “Crafted with Pride Campaign”? Will it bring back manufacturing jobs in the US as its objective stated? Will Wal-Mart repeat its record in history again? Please feel free to share your view.

[Please do not leave comment until after our case study 4]

Additional reading: Is Wal-Mart’s $250 billion “Made in the USA” Program Another “Crafted with Pride Campaign”? (I)