This research aims to extend our knowledge of reshoring motives by highlighting motives to manufacture locally against all odds that were previously not identified because research has essentially focused on large multinational companies or well-known luxury brands. The offshoring/reshoring literature clarifies the motivations and the barriers behind a firm’s to reshore. Bringing production activities back in Western counties has been identified as a shift in the firm competitive strategy. The empirical research will study a French brand in the apparel industry, 1083 that reshored the entire production process in France regions, historically linked to the textile industry. The textile sector characterized by a long, complex, and fragmented global value chain (Gereffi and al., 2010) makes the analysis of the born local strategy in the sector more relevant. The findings describe how the disadvantage of being born local (high costs, resources constraints and no flexibility)can however be counterbalanced by an active multi-stakeholder’s governance and engaging the audience by creating value communication.
