WWheeler said:
"Sears / Craftsman didn't exactly decide..."
1950Mercury said:
You have no idea what you are taking about....
We've had more than one discussion about Craftsman tools since I joined here a year ago, and it seems some people aren't able to grasp one of the hard truths about the retail market, which I mentioned above:
The consumer drives the market, not the other way around.
Sears chose to do what it did because the customer balked at the price of US-made Craftsman, because the customer "could get it cheaper down the street."
If the product doesn't sell, you drop the product line and switch to something else. That is, of course, if you want to remain competitive and stay in the game.
For the exact same reason, we dropped several of our "blue chip" premium brands and went with "cheaper" because the customer demanded it. The proverbial "Catch-22" is that the next time they come in and you offer them "cheaper", they ***** about the product quality.
Premium quality. Low price. Choose one. You can't have both.
If you're a manufacturer (or retailer) in a niche market catering to buyers who will settle for nothing but the best, you don't have to jump into the fray and play that game. Good examples are Snap-on and Wright Tool, the C.C. Filson Co. and Marmot (outdoor clothing), and Nordstrom (ladies shoes.)
But if you're targeting a broader market, you have to offer to the masses what they want, and what the American consumer wants is cheap cheap and cheaper. Ergo: WalMart, Harbor Freight, HomeDepot (Chinese Husky), and Lowes (Chinese Kobalt.)
What I see in common in these "What happened to Craftsman?" threads is that there seems at times to be a collective case of myopia; as though the only option for US-made tools is Snap-on, which is hardly the case.
There are all kinds of US-made tool brands out there - it's just a matter of doing the research and finding out who they are. (A few of them are listed HERE:
http://www.garagejournal.com/forum/showthread.php?t=345229 )