Americana without America: rhetorical geography as a source of competitive advantage

Offshoring, outsourcing, mergers and acquisitions can rapidly change the spatial organisation of a firm and the reputation of its products. Preserving symbolic resources requires the intentional integration of a firm’s physical geography with its rhetorical geography – a strategy that leverages associations of place to create value for shareholders and stakeholders. We demonstrate how Woolrich, an apparel firm that was once America’s second-oldest clothing manufacturer, was able to capitalise on local geographical claims even as it shuttered its last remaining US manufacturing operations. Pivoting toward rhetorical geography allowed Woolrich to preserve the brand equity of its American origins.