LICENSE LEGEND: ITALY’S FIRST COTTON USA LICENSEE BOOSTS SALES

WHAT
• 47: million The number of customers reached by Italian brand Original Marines
• $3.65: million Sales of U.S. cotton garments
• $2.8: million The value of U.S. cotton used by the company


HOW
• Participation in the COTTON USA Buyers Tours to Vietnam and Indonesia
• In 2009, Original Marines became the first COTTON USA apparel licensee in Italy


THE SUBSTANCE

BY THE NUMBERS
COTTON USA promotions with Italian brand and retailer Original Marines reached more than 47 million customers and led to sales of 3.65 million U.S. cotton garments: the equivalent of 3,760 bales of U.S. cotton, valued at $2.8 million.

ON TOUR
Cotton Council International (CCI) introduced Original Marines to COTTON USA through participation in the COTTON USA Buyers Tours to Vietnam and Indonesia. As a result of these tours, Original Marines began sourcing from COTTON USA licensees in Indonesia and Pakistan. In 2009, they became the first COTTON USA apparel licensee in Italy.

PROMOTION
The COTTON USA promotions in spring 2010 and spring 2011 included a mixture of point-of-sale promotions and print and online advertisements in high-profile fashion and decor magazines. Sales during the first promotion amounted to 850,000 garments and grew to 2.8 million garments during the second promotion. Following the success of the promotions, Original Marines remains dedicated to sourcing U.S. cotton for their products and working with CCI to identify new product lines to manufacture using U.S. cotton.

TAG THAT
In 2011, Original Marines labeled approximately 5 million pieces of apparel with the COTTON USA Mark, an 85% increase in the number of labeled products since becoming a licensee in 2009. Original Marines labeled 1.8 million products in 2009, 2.7 million products in 2010, and 5 million in 2011. These labeled products equate to approximately 8,995 bales of U.S. cotton valued at approximately $5.6 million.

GOOD COMPANY
Original Marines is a popular brand known for its “American spirit.” Their collections—knits and
woven bottom weights for men, women and children—are made predominantly of cotton and are sold at retail locations worldwide. The 
COTTON USA
 labeled garments 
are knits and
 woven bottom weights for men, women and children. The labeled product is featured at Original Marines stores and points-of-sale throughout Italy, and is available at more than 600 retail stores.

“In 2011, Original Marines labeled about 5 million pieces of apparel with the COTTON USA mark, an 85% increase in the number of labeled products since becoming a licensee in 2009.”