Yes, it is their DNA. Unfortunately highlighting its "made in the USA" heritage isn't going to generate buzz. They could try and focus more on fitness models which are driving social media or work to sign social media influencers, and avoid traditional celebrities or the malnourished models of their past.
I'm in the import business and I use the Wish app for my own shopping. It's scary how low they can get some of their pricing. Of course it is buyer beware on many items, but they do have responsive customer service on any shipping or quality issues.