The manufacturing reputation of a particular country can change o time. Studies con ducted during the 1970s and 1980s indicated that the made in the USA" image lost ground to the "made in Japan" image. Today, however, U.S. brands are finding renewed acceptance glob- ally. Examples include the Jeep Cherokee, clothing from Lands End and American Apparel, and Budweiser all of successfully marketed with strong "USA" themes beer, which are b eing American Apparel is building a global brand on the positioning "Made in Downtownu is fashion items are available in the Euro an Union (EU), Switzerland, Japan. and, most recently. China. Will the company's shirts other logo-free basics appeal to fashion-conscious and Chinese youth? Co Dov ney 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 like Audi better than the Bentley, so to 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.36