But things may be changing. Pandemic shortages, supply-chain failures and foreign pressures mean that we may be in the early stage of a great on-shoring of American manufacturing. So, here’s how companies can make it work. First, know your customer
From the duck blinds of Louisiana, to the horse trails of Montana and the fishing marinas of California, Americans have developed a culture which puts a premium on high-end goods and curated experiences. And no one wants to cheapen that experience with flimsy Chinese stuff. The outdoor recreation market in the U.S. is worth about $700 billion and American sportsmen won’t hesitate to drop top dollar on high-quality products, whether it’s a mountain bike, camp knife or pickup truck.
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