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Made-In-Canada System Ecology
Explorations of the Garment Industry
Caralyn Quan
Christina Doyle
Prateeksha Singh
Nourhan H...
Why we chose to explore the
Made-in-Canada system?
Today we will be exploring...
What is the Made-in-Canada
system?
How mi...
Do you know where your clothing is made?
Orin Zebest, Taken on October 12, 2008. retrieved from: https://www.flickr.com/ph...
Is it Made-in-Canada?
Kent McFarland, Taken on July 31, 2014. retrieved from: https://www.flickr.com/photos/vtebird/
WHY EXPLORE THE MADE-IN-CANADA SYSTEM?
...Made elsewhere is the norm
70%of clothing was
made in Canada in the 1970s
Stat Can, 2005
Consumers
Canadian
Government
Media
Foreign Made
Made in Can...
11% of clothing was
made in Canada in 2014
Stat Can, 2005
Consumers
Canadian
Government
Media
Foreign Made
Made in Canada
WHAT IS THE MADE-IN-CANADA SYSTEM?
...More than just a label
Consumers
Governments
Businesses
Media
Globalization
Business Models that allow a path to
affluence and democracy
Exploita...
The Impact of globalization: Deregulation
CANADIAN
GOVERNMENT
WTO
Int. pressure
NAFTA
deregulation
FOREIGN MADE
BUSINESSES...
•	 100% of our production at home in Canada
•	 Committed to outstanding craftsmanship
•	 Cold weather is part of our natio...
The Competition Bureau is an independent law enforcement agency that contributes to the prosperity of Canadians by protect...
Is it misleading that its only 51%?
Messages from governments and businesses driving consumers
perceptions of value
CANADIAN
GOVERNMENT
deregulation
regulatio...
Business development bank study, 2013
A look at how
consumers
perceive value
Pierre Cléroux, chief economist for the BDC
F...
47%of consumers search online
before buying
BDC, 2013
70%trust online opinions
BDC, 2013
Impact of internet
Consumers
Cana...
45%made effort to buy Canadian
BDC, 2013
Buy local movement
Consumers
Canadian
Government
Media
Foreign Made
Made in Canada
66%say main factor in a purchase is
lower cost
BDC, 2013
Frugality in the system
Consumers
Canadian
Government
Media
Forei...
Consumer perceptions of value driving demand for cheap prices
CANADIAN
GOVERNMENT
deregulation
regulation
MEDIA
perception...
CANADIAN
GOVERNMENT
deregulation
regulation
MEDIA
perception/value
trends
MADE-IN-CANADA
BUSINESSES
FOREIGN MADE
BUSINESSE...
HOW CAN THE SYSTEM SUPPORT CONSUMERS IN MAKING
AN INFORMED CHOICE?
Integrate transparency
When we surveyed participants...
CANADIAN
GOVERNMENT
New label
regulation
MADE-IN-CANADA
FOREIGN
MADE
Clearly state
Canadian content %
Clearly state
Canadi...
CANADIAN
GOVERNMENT
New label
regulation
Clearly state
Canadian content %
Clearly state
Canadian content %
MADE-IN-CANADA
...
1970s
2016
The industry isn’t the same.
Integrate transparency
Building Capacity, Incentive and Awareness
MEDIA
Government promotes
Canadian Garment Industry
Intervention: Leveraging the media
CANADIAN
GOVERNMENT
New label
regul...
INDIVIDUAL
CONSUMER
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
Consumer awareness and
perception also influenced via
ca...
INDIVIDUAL
CONSUMER
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
MEDIA
Government promotes
Canadian Garment Industry
CANA...
Media Influences
Consumers
INDIVIDUAL
CONSUMER
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
Consumer awareness and
percep...
Made in China
0% Made in Canada
Made in China
70% Made in Canada
Intervention: Leveraging the media
INDIVIDUAL
CONSUMER
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
MEDIA
CANADIAN
GOVERNMENT
MADE-IN-CANADA
FOREIGN
MADE
Cl...
Integrate transparency
Building Capacity, Incentive and Awareness
Leverage Growth
Partner with Tech + Textiles
MADE-IN-CANADA
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
INDIVIDUAL
CONSUMER
MEDIA
CANADI...
MADE-IN-CANADA
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
INDIVIDUAL
CONSUMER
HEALTHCARE
INDUSTRY
GOVERNEMNT
MEDIA
CANA...
MADE-IN-CANADA
FAIR TRADE
ORGANIZATIONS
INDIVIDUAL
ACTIVISTS
INDIVIDUAL
CONSUMER
HEALTHCARE
INDUSTRY
GOVERNEMNT
MEDIA
CANA...
Consumers
Governments
Businesses
Media
Globalization
Business Models that allow a path to
affluence and democracy
Exploita...
THANK YOU!
Nourhan Hegazy, Prateeksha Singh, Christina Doyle and Caralyn Quan: Made-In-Canada System Ecology: Towards a More Sustaina...
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Nourhan Hegazy, Prateeksha Singh, Christina Doyle and Caralyn Quan: Made-In-Canada System Ecology: Towards a More Sustainable Garment Industry

Nourhan Hegazy, Prateeksha Singh, Christina Doyle and Caralyn Quan: Made-In-Canada System Ecology: Towards a More Sustainable Garment Industry

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Nourhan Hegazy, Prateeksha Singh, Christina Doyle and Caralyn Quan: Made-In-Canada System Ecology: Towards a More Sustainable Garment Industry

  1. 1. Made-In-Canada System Ecology Explorations of the Garment Industry 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
  2. 2. Why we chose to explore the Made-in-Canada system? Today we will be exploring... What is the Made-in-Canada system? How might we...?
  3. 3. Do you know where your clothing is made? Orin Zebest, Taken on October 12, 2008. retrieved from: https://www.flickr.com/photos/orinrobertjohn/
  4. 4. Is it Made-in-Canada? Kent McFarland, Taken on July 31, 2014. retrieved from: https://www.flickr.com/photos/vtebird/
  5. 5. WHY EXPLORE THE MADE-IN-CANADA SYSTEM? ...Made elsewhere is the norm
  6. 6. 70%of clothing was made in Canada in the 1970s Stat Can, 2005 Consumers Canadian Government Media Foreign Made Made in Canada
  7. 7. 11% of clothing was made in Canada in 2014 Stat Can, 2005 Consumers Canadian Government Media Foreign Made Made in Canada
  8. 8. WHAT IS THE MADE-IN-CANADA SYSTEM? ...More than just a label
  9. 9. Consumers Governments Businesses Media Globalization Business Models that allow a path to affluence and democracy Exploitation & Corporate Agendas The Impact of globalization
  10. 10. The Impact of globalization: Deregulation CANADIAN GOVERNMENT WTO Int. pressure NAFTA deregulation FOREIGN MADE BUSINESSES regulation MADE-IN-CANADA BUSINESSES 1989 Nafta Free Trade Agreement (NAFTA) 2003 Canada Removed All Tariffs And Quotas From 49 Least Developed Countries [LDCS] 2005 World Trade Orga- nization (WTO) -Canada removed all quotas on textiles and apparel imports
  11. 11. • 100% of our production at home in Canada • Committed to outstanding craftsmanship • Cold weather is part of our national identity http://www.canada-goose.com/ • Made in Canada, US, South Asia, South America • Lifestyle brand known for quality • Proud of its Canadian heritage • Employs nearly 2,000 people in Canada https://canada.roots.com/ • Made in primarily Bangladesh • Offering fresh and affordable apparel • Answer to consumers' desire for accessible, of- the-moment style https://www.joefresh.com/ca/ 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/ retrieved from: http://www.canada-goose.com/our-story---canada-goose/our-story-canada-goose.html Jason Hargrove, Taken on March 14, 2012. retrieved from: https://www.flickr.com/photos/salty_soul/ What businesses say about their brand...
  12. 12. 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. What the Canadian government says... 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 PRODUCT-OF- CANADA 0% atleast 51% canadian content 100% atleast 98% canadian content MADE-IN-CANADA
  13. 13. Is it misleading that its only 51%?
  14. 14. Messages from governments and businesses driving consumers perceptions of value CANADIAN GOVERNMENT deregulation regulation MADE-IN-CANADA BUSINESSES FOREIGN MADE BUSINESSES WTO Int. pressure NAFTA supply/demand supply/demand CONSUMERS
  15. 15. Business development bank study, 2013 A look at how consumers perceive value Pierre Cléroux, chief economist for the BDC Figures based on research undertaken in August, 2013: • Literature review • Survey of 1,023 Canadians
  16. 16. 47%of consumers search online before buying BDC, 2013 70%trust online opinions BDC, 2013 Impact of internet Consumers Canadian Government Media Foreign Made Made in Canada 30%of Canadian small businesses don’t have a web presence BDC, 2013
  17. 17. 45%made effort to buy Canadian BDC, 2013 Buy local movement Consumers Canadian Government Media Foreign Made Made in Canada
  18. 18. 66%say main factor in a purchase is lower cost BDC, 2013 Frugality in the system Consumers Canadian Government Media Foreign Made Made in Canada 33%would pay 15% more for an ethically made product BDC, 2013
  19. 19. Consumer perceptions of value driving demand for cheap prices CANADIAN GOVERNMENT deregulation regulation MEDIA perception/value trends MADE-IN-CANADA BUSINESSES FOREIGN MADE BUSINESSES supply/demand supply/demand CONSUMERS WTO Int. pressure NAFTA
  20. 20. CANADIAN GOVERNMENT deregulation regulation MEDIA perception/value trends MADE-IN-CANADA BUSINESSES FOREIGN MADE BUSINESSES supply/demand supply/demand CONSUMERS WTO Int. pressure NAFTA NAFTA WTO deregulation Int. pressure Competition Bureau regulation CANADIAN GOVERNMENT CONSUMER PERCEPTION Many times a large portion of the system is a“Black Box”
  21. 21. HOW CAN THE SYSTEM SUPPORT CONSUMERS IN MAKING AN INFORMED CHOICE?
  22. 22. Integrate transparency
  23. 23. When we surveyed participants...
  24. 24. CANADIAN GOVERNMENT New label regulation MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content % Intervention: New labeling regulation
  25. 25. CANADIAN GOVERNMENT New label regulation Clearly state Canadian content % Clearly state Canadian content % MADE-IN-CANADA FOREIGN MADE Made in China 0% Made in Canada Made in China 70% Made in Canada Intervention: New labeling regulation
  26. 26. 1970s 2016 The industry isn’t the same.
  27. 27. Integrate transparency Building Capacity, Incentive and Awareness
  28. 28. MEDIA Government promotes Canadian Garment Industry Intervention: Leveraging the media CANADIAN GOVERNMENT New label regulation MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content %
  29. 29. INDIVIDUAL CONSUMER FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS Consumer awareness and perception also influenced via campaigns MEDIA Government promotes Canadian Garment Industry CANADIAN GOVERNMENT New label regulation MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content % Intervention: Leveraging the media
  30. 30. INDIVIDUAL CONSUMER FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS MEDIA Government promotes Canadian Garment Industry CANADIAN GOVERNMENT New label regulation MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content % Intervention: Leveraging the media
  31. 31. Media Influences Consumers INDIVIDUAL CONSUMER FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS Consumer awareness and perception also influenced via campaigns MEDIA Government promotes Canadian Garment Industry CANADIAN GOVERNMENT New label regulation MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content % Intervention: Leveraging the media
  32. 32. Made in China 0% Made in Canada Made in China 70% Made in Canada Intervention: Leveraging the media
  33. 33. INDIVIDUAL CONSUMER FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS MEDIA CANADIAN GOVERNMENT MADE-IN-CANADA FOREIGN MADE Clearly state Canadian content % Clearly state Canadian content % Intervention: Leveraging the media New label regulation
  34. 34. Integrate transparency Building Capacity, Incentive and Awareness Leverage Growth
  35. 35. Partner with Tech + Textiles MADE-IN-CANADA FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS INDIVIDUAL CONSUMER MEDIA CANADIAN GOVERNMENT MADE-IN-CANADA FOREIGN MADE FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS
  36. 36. MADE-IN-CANADA FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS INDIVIDUAL CONSUMER HEALTHCARE INDUSTRY GOVERNEMNT MEDIA CANADIAN GOVERNMENT FOREIGN MADE Partner with Tech + Textiles CANADIAN GOVERNMENT
  37. 37. MADE-IN-CANADA FAIR TRADE ORGANIZATIONS INDIVIDUAL ACTIVISTS INDIVIDUAL CONSUMER HEALTHCARE INDUSTRY GOVERNEMNT MEDIA CANADIAN GOVERNMENT FOREIGN MADE Partner with Tech + Textiles CANADIAN GOVERNMENT
  38. 38. Consumers Governments Businesses Media Globalization Business Models that allow a path to affluence and democracy Exploitation & Corporate Agendas Coming back to our framing...
  39. 39. THANK YOU!

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