Abstract

The case “American Giant– Reinventing American Manufacturing” talks about Bayard Winthrop’s efforts to use US-based manufacturing at American Giant, Inc. (AG) to offer quality apparel at reasonable prices. The case provides the highlights of Winthrop’s 20-year career in managing startups, along with the factors that drove him to set up AG. It describes in detail Winthrop’s efforts to develop the right fabric and design in order to ensure optimum quality and fit of the apparel. The relative advantages and disadvantages of producing in the US when compared to China are detailed in the case. The case also documents the company’s production processes, distribution strategy, and marketing tactics. The runaway success of AG’s apparel that prompted a ramping of production, along with the streamlining of the production process is also depicted. The company employed a unique sewing system for garments called the ‘Team Sew Method’ based on ‘Toyota’s Production System’ that improved productivity and rewarded workers who performed well. The case concludes with a look at the company’s future prospects

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evaluate the value chain involved in the apparel business
• Analyze the role of product and process innovation in creating a successful business
• Discuss the challenges in bringing manufacturing back to the US and the steps necessary for this

Keywords

Value Chain, Apparel,Manufacturing, Marketing Distribution, Operations Management, Toyota’s Production System,Business Environment, Process Innovation, Reshoring,Outsourcing, Branding,Online Retail, Supply Chain, Made in USA,Word-of-mouth marketing