Social Media Connects COTTON USA with German Consumers
Cotton Council International's (CCI) media outreach in Germany generated 1.0 billion consumer impressions and an earned advertising value of $2.9 million in 2012. Social media plays a major role in COTTON USA's consumer communication campaign in Germany, which also utilizes TV, radio, online and print media.
As part of its multimedia communication strategy, COTTON USA ambassadors – bloggers with a well-established network of followers – communicate U.S. cotton news through social media. The COTTON USA ambassador program generated 13.6 million consumer page impressions from blog postings. Since the introduction of this activity in summer 2012, CCI has gained 23 active U.S. cotton ambassadors in Germany.
Facebook, an integral element of the COTTON USA social media plan, also plays an increasingly strong role in CCI's German consumer promotions. COTTON USA promotions with German apparel licensees on Facebook generated more than 9.5 million consumer impressions and added 3,000 Facebook fans since November 2012. More than 230,000 consumers participated in COTTON USA prize draws with licensee partners. Established in summer 2010, the COTTON USA Facebook page in Germany has more than 10,350 fans. CCI's German Facebook site feeds different multimedia channels with COTTON USA messages to widely disseminate U.S. cotton information.
back to top
COTTON USA “Crease Culture” Campaign Builds Momentum in the UK
COTTON USA’s December rollout of “Crease Culture” led to marketing success including a potential reach of 130 million consumers and an equivalent earned advertising value of more than $3.3 million. The public relations campaign presents COTTON USA research that reveals what the shirt says about the man.
The campaign included a home makeover video featuring COTTON USA licensees’ products and a series of product promotions through consumer competitions on high value media sites.
The COTTON USA research and product promotion has been featured in numerous national newspapers and high traffic websites, including Mail Online – the world’s largest newspaper website.
back to top
COTTON USA In Style in Paris
Cotton Council International (CCI) delivered U.S. cotton sourcing assistance to major apparel industry players at the Texworld and Première Vision trade shows in Paris. CCI and Cotton Incorporated jointly exhibited at the shows, with the stand at Texworld also featuring a Supima section.
The shows – representing the largest combined exhibition of the world’s apparel manufacturers – provided a venue for CCI to promote U.S. cotton and its global marketing and licensing program. Two Turkish knitters signed COTTON USA licenses for products totaling 8,260 bales of U.S. cotton. Nine other companies approached CCI about becoming COTTON USA licensees. Additionally, 11 COTTON USA-licensed mills displayed products at Texworld.
In addition to sourcing support and COTTON USA licensing, the stand also focused on consumer research, fashion trends and technical innovations. CCI, Cotton Incorporated and Supima supplied information on U.S. cotton’s sustainable cultivation and global developments in the cotton and apparel sectors. Cotton Incorporated’s “Colors and Surface Forecast” presentation gave visitors the opportunity to learn more about fashion trends for Fall/Winter 2014-2015.
Representatives from various segments of the cotton textile supply chain met at the booths. COTTON USA helped buyers and manufacturers looking for cotton garments and cotton yarn suppliers to identify new business contacts. International brands and retailers visited the booths, including: Marks and Spencer, George, ASOS, Tesco, Under Armour, JC Penney, Primark and Woolworths. Texworld and Première Vision featured a combined 1,399 exhibitors and 70,154 visitors from 105 countries.
back to top
COTTON USA: Making Connections in Germany
Cotton Council International (CCI) promoted U.S. cotton in Frankfurt, Germany, at the four-day Heimtextil trade show – the world’s leading trade show for home textiles. Cotton Incorporated and Supima joined CCI to provide comprehensive information on U.S. cotton fiber and their respective cotton marketing, licensing, sourcing and research programs. The COTTON USA booth at Heimtextil played an important role within CCI’s global marketing and licensing program.
Numerous COTTON USA home textile licensees reported successful sales meetings with their customers at the booth. CCI also renewed several COTTON USA licenses and generated new business opportunities for industry, brand and retail partners by connecting buyers and sellers of U.S. cotton products.
CCI also featured U.S. cotton product samples from 14 COTTON USA licensees: Bassetti, Camillatex and Zucchi (Italy); Shanghai Imagine Furnishings (China); Caliphil (Taiwan); Batuhan Pazarlama Tekstil and Kimpeks (Turkey); Graser Exklusive Bettwäsche (Germany); Nishikawa Sangyo (Japan); Magasin (Sweden); Linen House and Picasso (Thailand); and Casale Home and Zermatex (Mexico).
As many key companies in the cotton home textile industry are vertically integrated, Heimtextil is a unique location for U.S. cotton organizations to meet with all segments of the cotton supply chain, from cotton merchants, mills and manufacturers to brands and retailers. Heimtextil 2013 united 2,658 exhibitors from 62 countries and 66,000 visitors from 128 countries.
back to top
Scientific Study in the UK Confirms “Feel-Good” Factor of U.S. Cotton
The COTTON USA “Skin Talk” campaign in the UK commissioned a landmark scientific study of the link between the tactility of fabrics and their effects on mood. The results showed that natural, quality fabrics not only have a positive impact on mood but that U.S. cotton fabric consistently performed the best.
In the study, participants handled a variety of man-made materials and cottons while scientists measured their brain activity. Scientists analyzed brainwave outputs and used the results used to create musical signatures for all the fabrics tested. The man-made fibers resulted in higher levels of activity, indicating stress, dislike and boredom. Those who touched cotton had a more positive, relaxed frame of mind, with the U.S. cotton fabrics triggering the highest levels of interest, well-being and calm.
The campaign resulted in 17 broadcast interviews and secured COTTON USA coverage on the multiple-trade website WTIN.com. The activity has created nearly 2.5 million opportunities-to-see and an earned advertising value (EAV) of around $157,000. The opportunity to listen to the songs tripled the amount of traffic to the COTTON USA UK website and page views doubled as well.
Click here to listen to a radio interview with Dr. David Lewis discuss the results and methodology of the study and why cotton is so popular with British consumers.
back to top
COTTON USA Collection Shines at London Fashion Week
Cotton Council International’s (CCI) COTTON USA Program sponsored design duo Levi Palmer and Matthew Harding, famous for their iconic U.S. cotton white shirt, for a second season at London Fashion Week. More than 300 guests attended their exclusive showcase, including more than 50 international retailers such as Harvey Nichols, Selfridges and Liberty.
More than 150 media representatives attended from publications including Vogue Italia, Harpers Bazaar and Elle. During the run-up to London Fashion Week, CCI ran COTTON USA competitions in Marie Claire and Fashion156 for readers to win tickets to the showcase.
To extend consumer reach in the UK, CCI also publicized competitions in fashion publications for readers to win items from the new palmer//harding collection, which features U.S. cotton fabric donated by Supima.
Click here to watch a COTTON USA interview with palmer//harding during London Fashion Week.
back to top
Turkey Remains Loyal to U.S. Cotton
Twenty-eight Turkish companies renewed their COTTON USA licenses for 2013. Representing producers throughout the supply chain, including spinners, weavers and knitters, the licensed products account for the equivalent of over 1 million bales of U.S. cotton. Products covered by the new licenses include yarns, knit and woven fabrics, home textiles and garments. Turkey was U.S. cotton’s second largest export market in the 2011 marketing year, buying 10 percent of total U.S. sales of raw cotton. For the 2011 marketing year, U.S. exports of raw cotton fiber to Turkey totaled 1.16 million bales, and U.S. cotton accounted for 49 percent of Turkey’s raw cotton imports.
back to top
CCI Promotes U.S. Cotton and COTTON USA at Heimtextil
CCI’s COTTON USA pavilion at Heimtextil 2012 attracted international visitors from all stages of the cotton supply chain. The U.S. cotton pavilion featured products from 15 COTTON USA licensees and provided meeting space for other U.S. cotton supply chain representatives to conduct business.
Heimtextil – the largest international trade fair for home and contract textiles, with 2,634 exhibitors from 61 countries – offered prime opportunities for the U.S. cotton industry to promote U.S. cotton and to connect with top-level executives in the global cotton supply chain. With CCI, Supima and Cotton Incorporated represented at the COTTON USA pavilion, it functioned as a meeting and information point for all segments of the cotton industry. Visitors found a comprehensive range of information on U.S. cotton at the stand. Additionally, the “Trend Colors to Go” forecast by Cotton Incorporated gave visitors the opportunity to collect trend color samples for spring/summer 2013.
COTTON USA staff helped identify new business contacts for manufacturers seeking cotton and cotton yarn suppliers. Meetings were conducted with cotton merchants, mills, manufacturers, brands, retailers, cotton and textile organizations and the press. The number of decision-makers and quality of the contacts available reinforced and generated new business contacts for all three U.S. cotton organizations and COTTON USA licensees.
To view how CCI Promotes U.S. Cotton and COTTON USA at Heimtexil in 2012, please click the following link: http://cottonusa.org/events/featurepromo.cfm?ItemNumber=4138
back to top
COTTON USA Showcased at London Fashion Week
COTTON USA sponsored designer Louise Gray at London Fashion Week for a fourth season. More than 500 guests attended the catwalk show, including 80 international buyers. There was a strong media presence at the show. COTTON USA ran competitions in fashion titles Marie Claire and Stylist, and filmed interviews with Louise Gray and fashion experts at the catwalk show to be seeded with fashion media. To extend reach, COTTON USA will conduct media competitions to win items of Louise Gray’s collection, featuring U.S. cotton fabric donated by Supima.
To view the COTTON USA Showcase at London Fashion Week, please click the following link: http://cottonusa.org/events/featurepromo.cfm?ItemNumber=4133
back to top
COTTON USA T-Shirt Design Contest in Germany Engages Consumers
CCI Germany’s third COTTON USA design competition yielded innovative T-shirt designs. The task was to design a T-shirt that sends a message that cotton is the best choice for today’s fashion and the environment. CCI promoted the competition on www.cottonusa.de and via the “COTTON USA – Germany” Facebook page. A trade and consumer panel voted on the winners. In addition to the voting, CCI also held a public voting on Facebook, achieving about 7.7 million consumer contacts. The panel selected a design with cotton boll cartoons and the message: “Cotton is…strong, skin friendly, washable and stretchy.” About 1,200 consumers attended the public voting, resulting in two winning designs.
back to top
CCI Sponsors Irene Luft at Mercedes Benz Fashion Week in Berlin
CCI Germany sponsored the catwalk show of women’s wear designer Irene Luft at Mercedes Benz Fashion Week, held in Berlin July 6-9. The COTTON USA Mark was shown on all catwalk show invitations and entry cards of the Irene Luft show and also prominently placed on the multi-lingual press releases. About 600 invited guests attended the catwalk show including retails buyers, consumer and trade press and celebrities. Irene Luft’s Spring/Summer 2012 collection highlighted a mix of bright colors and natural fabrics in a matte/shine contrast. As Irene Luft explained in an interview with COTTON USA after the show, half of the fabrics used are made of cotton. Cotton sateen plays a key role. The designer shows are one of the key attractions of the Berlin Fashion Week, a key international fashion event combining several important fashion trade shows such as Bread &Butter, Premium and Mercedes Benz Fashion Week at the same time in Berlin. The designer shows were held at the Brandenburg Gate, the city’s most famous landmark.
Please click on the following link to watch Irene Luft's fashion show in Berlin, as well as an interview with the designer.
back to top
CCI London Creates a High Impact PR Campaign with Celebrity Home Stylist Linda Barker
The campaign shows UK consumers how to conduct bedroom makeovers using products featuring the COTTON USA Mark. Promoting the use of U.S. cotton and the COTTON USA Mark, Barker presented a luxury bedroom makeover for online TV use, which was featured on key online lifestyle and news media including The Independent and Female First. Targeting home lifestyle media, Barker also showcased how to transform a bedroom into a boutique, hotel-style oasis, as well as interior design consumer competitions. The campaign ran in print and online media, reaching almost 24 million people and achieving an earned advertising value of about $526,000 for COTTON USA.
back to top
CCI Reaches 7 Million German Consumers via Internet PR Campaign
CCI Germany's latest spring Internet PR campaign, featuring COTTON USA products from three licensees, generated 7 million consumer contacts via Facebook. Additionally, some 170,000 consumers attended three COTTON USA prize draws. With two licensees for home textiles (Betten Rid and Dreampure) and one apparel licensee (BlueFire Jeans), CCI Germany promoted the top quality of home and apparel products made of U.S. cotton at the consumer level. The activity included three prize draw activities for jeans, towels and bed linens. The attending three COTTON USA licensees sponsored all prizes. The promotions ran from March 8 to May 31 on Facebook and www.cottonusa.de.
back to top
U.S. Cotton Promoted at Trade Shows in Paris
CCI and Cotton Incorporated jointly exhibited at Texworld and Premiere Vision trade shows in Paris. Supima joined in a section of the joint booth at Texworld. Approximately 70,000 visitors from more than 100 countries attended the two shows, a 6.5 percent increase compared to last year. Texworld and Premiere Vision represent the largest combined exhibition of the world's leading apparel manufacturers. CCI, Cotton Incorporated and Supima conducted meetings with new business contacts representing mills, manufacturers, brands and retailers. Key discussion topics at the "Promoting U.S. Cotton" booths included the cotton supply chain and the soaring prices of cotton.
The booths were designed as a meeting point for all segments of the cotton industry. Producers, buyers, retailers and representatives of the press found a comprehensive range of information on U.S. cotton there. The stands focused on sourcing support, the COTTON USA marketing and licensing program and related developments in the field of consumer behavior, as well as the latest fashion trends and technical innovations. COTTON USA staff helped buyers and manufacturers looking for cotton garments and cotton yarn suppliers identify new business contacts.
CCI, Cotton Incorporated and Supima also supplied information on sustainable cotton cultivation in the United States, global developments in the cotton and procurement sectors and other relevant topics. A "Colors and Surface Forecast" presentation by Cotton Incorporated gave visitors the opportunity to learn more about fashion trends for Fall/Winter 2013.
Many COTTON USA licensees' manufacturers exhibited at both shows and their presence was promoted at the CCI and Cotton Incorporated booths. Several new companies approached CCI to inquire about becoming COTTON USA licensees.
back to top
CCI Promotes U.S. Cotton Home Textiles at Heimtextil
Video: Click this link to view a video of the COTTON USA booth at Heimtextil.
Some 73,000 visitors from 136 countries attended the Heimtextil trade fair in Frankfurt, Germany, an increase of approximately 2,300 attendees compared to last year. CCI, Cotton Incorporated and Supima conducted meetings with many new business contacts representing international cotton merchants, mills, manufacturers, brands and retailers. Key discussion topics included the tight cotton supply chain and the high cotton prices. The COTTON USA stand at Heimtextil was designed as a meeting-point for all segments of the cotton industry. Producers, buyers, retailers and representatives of the press found a comprehensive range of information on U.S. cotton at the stand. COTTON USA staff helped manufacturers looking for cotton and cotton yarn suppliers identify new business contacts. As in past years at Heimtextil, CCI presented excerpts from the new collections of international COTTON USA home textiles suppliers from all parts of the world.
back to top
COTTON USA-Labeled Bed Linens in Italy Attract Media Attention
In 2010, the partnership between COTTON USA and the Zucchi Group resulted in the creation of new bed linen collections labeled with the COTTON USA Mark. The collaboration between Zucchi and COTTON USA generated extensive media coverage in magazines such as Marie Claire Maison, Home, Gente, Casa Viva, Anna and others. The media circulation was more than 7.6 million with a resulting earned advertising value of $380,000.
Note: To view PDF documents you will need the Adobe Acrobat Reader. Click here to visit Adobe's site and download the Adobe Acrobat Reader.
back to top
CCI, Cotton Incorporated and Supima Promote U.S. cotton at Texworld and Premiere Vision in Paris
CCI and Cotton Incorporated jointly exhibited at both Texworld and Premiere Vision, and Supima had a section in the joint booth at Texworld. These two shows represent the largest combined exhibition of the world's leading mills. CCI reports an increase in meetings at the U.S. cotton booth. Key European and American brands and retailers that visited the booth included Max Mara, Gerry Weber, Marks and Spencer, CP Fashion, Target, Zucchi, Original Marines, Timberland and Carhartt. Many worldwide COTTON USA licensees exhibited at both fairs, and one existing COTTON USA Chinese licensee also became a Supima licensee during the show.
back to top
COTTON USA Sponsors 16th EVTEKS Home Textile Fair in Istanbul
CCI's colorful booth at EVTEKS, the largest trade fair held in Turkey, attracted more than 100 visitors per day and was designed to reinforce cotton¹s natural message. CCI Turkey featured all Turkish COTTON USA licensees on a logo board at the COTTON USA booth, which attracted two additional potential licensees. The fair had 610 exhibitors, and it attracted about 100,000 visitors (80,000 Turkish visitors and 20,000 international visitors). During the show, CCI conducted four trade press interviews, focusing on the cotton market as well as the results of the 2010 Global Lifestyle Monitor. As a key sponsor of the show, the COTTON USA Mark was featured on more than 15 large billboards around the fair, as well as on all name badges.
back to top
COTTON USA Sponsors Designer Richard Nicoll at London Fashion Week
To view the February 2010 COTTONCAST interview with Richard Nicoll, click this link.
Continuing its commitment to support up-and-coming designers, COTTON USA sponsored Richard Nicoll during London Fashion Week. The partnership between COTTON USA and Richard Nicoll was designed to highlight to the trade, media and consumers the benefits of U.S. cotton and its versatile use within the fashion industry.
“I am delighted to have been selected for the COTTON USA sponsorship,” Richard Nicoll revealed. “Cotton features strongly in my latest collection, as well as of course being featured in the Richard Nicoll Shirt range, making the collaboration with COTTON USA and American cotton the ideal partnership.”
One hundred high-ranked buyers attended Nicoll’s COTTON USA-sponsored show during London Fashion Week, as well as 230 journalists. Vogue UK, Grazia, Sunday Times, The Daily Telegraph and The Times were represented.
Nicoll, a British-born Australian-raised designer, graduated from Central Saint Martins in 2002. Going on to work at Louis Vuitton, he showed his first collection as part of Fashion East for SS05. Nicoll’s training has established him as the “King of the Shirt,” as quoted by Suzy Menkes, with this separate line selling out across the world. Made from U.S. cotton, this premium line has been a hit with celebrities including Kate Moss.
The COTTON USA sponsorship was awarded in previous years to Meadham Kirchhoff, Nathan Jenden, Sinha-Stanic, PPQ, Preen, Gardem Paris and Deryck Walker.
back to top
Innovative COTTON USA Advertising Tactics Yield New Trade and Consumer Contacts in Germany
CCI made 18.6 million trade and consumer impressions as a result of its most recent COTTON USA taxi advertising campaign in Frankfurt. For a period of four weeks, 130 COTTON USA branded taxis ran in Frankfurt. The timing was carefully selected to cover Heimtextil and Ambiente, the two international home textile trade shows in Frankfurt, in order to reach visiting buyers and exhibitors from all over the world. Another innovative outdoor activity in Berlin made 450,000 impressions, mainly trade. From Jan. 20-23, COTTON USA teamed with the JAM fashion show in Berlin to sponsor COTTON USA branded shuttle buses that ran all day for free between the four apparel fashion shows: JAM BERLIN, Bread & Butter, Premium and Mercedes Benz Fashion Week. Berlin is the new center of the German fashion trade shows, covering all important apparel market segments. To further increase COTTON USA Mark awareness and preference for U.S. cotton products at the trade and consumer level, CCI will sponsor additional COTTON USA taxi and bus ad campaigns in Munich and Dusseldorf.
back to top
COTTON USA Promotes U.S. Cotton at the 40th Heimtextil Trade Show
With 72,000 trade visitors from more than 120 countries and 2,500 exhibitors from 60 countries, Heimtextil is the leading international trade show for home textiles. Along with Supima and Cotton Incorporated, CCI represented the U.S. cotton industry at this important show in Frankfurt, Germany, providing information about the sustainability of U.S. cotton, international licensing, marketing and supply chain/sourcing programs for U.S. cotton. The U.S. cotton booth was a popular meeting point for contacts from all points of the global cotton supply chain. The booth welcomed key cotton merchants, mills, manufacturers, brands and retailers. Product displays from international COTTON USA home textiles licensees generated strong interest in CCI’s global Supply Chain Marketing (SCM) initiative. The following COTTON USA licensees displayed products at the U.S. cotton booth: Fatelares S.A. and Textiles Konkord (Colombia); Magasin (Sweden); Kimpeks Tekstil (Turkey); Kaltex Home and Zermatex (Mexico); Casablanca Home, Nantond Dadong Co and Qingdao Xiyingmen Group (China); Tokyo Nishikawa Sanyo (Japan); and Phong Phu (Vietnam).
back to top