Industrial apparel buyers use of end consumers' country of origin perceptions when making sourcing decisions

This research used the case study research method to examine the relationship between country of origin on consumer evaluation and apparel industrial outsourcing at two branded apparel firms, both located in Winnipeg, Manitoba. Four questions are addressed. The first is whether there exists a relationship between country of origin (COO) effects on consumer evaluations and branded apparel firms' outsourcing; the second is how COO effects on consumer evaluations influence branded apparel firms' outsourcing or why branded apparel firms do not consider COO effects on consumer evaluations in outsourcing; the third is to examine current criteria used in supplier selection in outsourcing; the fourth is to investigate why branded apparel firms prefer full-package suppliers to subcontractors in outsourcing.; Case studies described the view of each firm on four research questions. Cross-case comparative analysis was undertaken revealing the difference and similarity of two cases. The results found that in both firms examined in this study, there was no positive relationship between consumer's opinion of COO and firms' outsourcing. Consequently, the second addressed question became why these two firms do not consider this factor in outsourcing, given that the relationship in the first question did not exist. The findings of this research indicated that both firms had consistent reasons why they paid no attention to consumer's opinion of COO in their outsourcing, namely consumers' indifference to COO, change of quality perception related to COO, and brand identification rather than COO. Further, both firms showed their preference for full-package suppliers over subcontractors in outsourcing. Finally implications from both a practical and theoretical perspective were presented.