SBD/8/Sponsorships Advertising Marketing

DID SHOE COMPANIES NOT DO ENOUGH FOR "MADE IN U.S.A." CHANGE?

          The FTC's "stunning retreat" of proposed "relaxed
     standards" concerning the "Made in U.S.A." label was examined
     by Eric Schmitt of the N.Y. TIMES.  The commission said last
     week it was dropping its proposal, recommended by New
     Balance, among others, after "an avalanche of criticism from
     organized labor, state officials, consumer groups, more than
     250 members of Congress and a large chunk of the nation's
     small businesses."  Schmitt wrote that the "ferocity of the
     response -- part grass roots, part high technology -- shocked
     the commission," as the issue turned into an "often-times
     emotional referendum on product quality, truth in labeling,
     the power of unions and old-fashioned patriotism."  Schmitt
     added that "conspicuous by its absence" was a well-organized
     campaign by any companies that supported the proposed
     changes, including shoe manufacturers and bicycle companies. 
     DC lobbyist Jason Clawson: "Where industry failed is that
     companies tried to do everything through trade associations
     and didn't step forward themselves" (N.Y. TIMES, 12/6).

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