The manufacturing reputation of particular change over time. Studies con a country can ducted during the 1970s and 1980s indicated that the made in the USA" image lost ground to the "made in Japan" image. Today, U.s. finding renewed acceptance glob- however, brands are ally. Examples include the Jeep Cherokee, clothing from Lands' End and American Apparel, a weiser beer, all of which are being successfully marketed with strong "USA" themes American Apparel is building a global brand on the positioning "Made in Downtown LA." Its fashion items are available in the European U (EU), switzerland, Japan, and, most recently. China. Will the company's T-shirts and other logo-free basics appeal to fashion-conscious Chinese youth? CEO Dov Charney admits it will be a challenge. American Apparel sells under stated, "well-designed basics," whereas luxury goods are a "bit bourgeoisie and nouveau riche he said recently. But, he added, "The young people tend to like Audi better than the Bentley, so maybe it can work" As brand strategist Eli Portnoy points out, the fact that American Apparel's clothes are actually made in America appeals to Chinese consumers. "That is a distinction that will give it cachet to young fashion-oriented Chinese," Portnoy says