CCI Connects with Peruvian Textile Industry at Expotextil
CCI’s sponsorship of Expotextil, the second largest textile show in Peru, gave COTTON USA a direct line to communicate COTTON USA’s benefits to 22,000 attendees from Peru’s textile and apparel sector. CCI has sponsored the National Society of Industries’ Expotextil since 2010 to increase COTTON USA’s brand exposure in the local industry and boost relationships with leading Peruvian textile companies.
During the four-day event, CCI sponsored a fashion show featuring cotton apparel from local brands and manufacturers and a conference room where visitors discussed the latest news on global trends affecting the textile sector. Leading companies including Creditex S.A., La Colonial S.A. and Textil Romosa held one-on-one business meetings with regional and local buyers.
CCI maximized exposure of the COTTON USA program through an ad in the exhibitor’s guide as well as banners, brochures and notebooks distributed to guests.
Peru is an important market for U.S. cotton exports, with a total of 249,700 bales exported in the 2012 marketing year, as well as a U.S. cotton share of more than 80 percent in the Andean Region.
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Consumers Test U.S. Cotton Garments at Colombiamoda
CCI’s COTTON USA Sourcing Program featured 13 U.S. cotton mills at its booth at Colombiamoda, one the largest fashion shows in the Andean Region with more than 65,000 visitors from ten countries. The Sourcing Program has promoted U.S. cotton yarn and fabric at this show for the last seven years, reinforcing the U.S. mills’ presence in the regional textile industry.
COTTON USA licensee NO PROJECT joined CCI and Cotton Incorporated to introduce its new line of TransDRY® garments, which will launch in stores the second week of August. NO PROJECT manufactured its garments with U.S. cotton fabrics produced by Fabricato, one of the largest COTTON USA licensees in Colombia.
Cotton Incorporated’s TransDRY® technology allows fabrics to dry up to twice as fast as regular cotton and not become over-saturated and uncomfortable during exercise. The trade show provided the perfect scenario to communicate the concept, as 15,000 consumers tested the garments by riding bicycles installed at the booth.
In order to increase the visibility of the Sourcing Program mills and the COTTON USA Mark, CCI sponsored advertisements in the exhibitor guide and on the fair’s bags. Some 10,000 bags with U.S. mills’ logos were delivered and displayed around the fair. In addition, the COTTON USA Mark was featured at the entrance and on flyers, invitations and magazine ads with a circulation of 25,000 copies.
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COTTON USA Conducts Sales Seminar in Colombia
CCI trained 56 sales associates from seven COTTON USA-licensed companies on the benefits of U.S. cotton and COTTON USA during a seminar in Bogota. The session provided the participants with tools to improve their selling skills of COTTON USA products.
Pilar Luna, director of INFASHION magazine in Colombia, gave a presentation on fashion essentials and the relevance of cotton fiber in garments. The conference also presented in-depth information on increasing the chances of successful sales, based on explaining cotton’s advantages as a natural fiber to consumers.
CCI increased visibility of the COTTON USA Mark by displaying a banner in the conference room and distributing branded notebooks and pens to each participant.
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COTTON USA and Girbaud Unveil New Collection in Colombia
Cotton Council International (CCI) joined Marithe e Francois Girbaud to launch a Fall/Winter 2013 collection at an exclusive runway show in Bogota, featuring apparel and accessories made with U.S. cotton fabrics.
At the start of the fashion show, CCI broadcast its “Proudly Natural” video to welcome the 600 attendees to the catwalk. Live streaming video of the event generated more than 10,000 consumer impressions in Colombia.
CCI’s “Natural Hunters” online contest, utilizing a digital strategy mixing Facebook, Twitter and the COTTON USA website in Colombia (www.orgullosamentenatural.com/), boosted consumer awareness of the event. Participants uploaded photos of “proudly natural” fashion for an opportunity to go backstage at the runway show, based on the number of “likes” or “shares” the photos earned via social media. Eight winners went behind-the-scenes at the Girbaud by COTTON USA catwalk to meet with models and stylists.
CCI’s Facebook page “likes” in Colombia increased by 288 percent as the result of the “Natural Hunters” digital strategy, while the Girbaud page “likes” increased by 39 percent due to CCI’s involvement.
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COTTON USA Licensee Launches Colorful Children’s Clothing Collection
COTTON USA-licensed brand Polito launched a new collection of basic U.S. cotton garments for babies and children to maximize its retail competitiveness in Colombia. Polito used fabrics produced by COTTON USA licensee Fabricato, a major consumer of U.S. cotton fiber.
In the first ten days after the launch, sales of the new product line represent 30 percent more than the estimated monthly sales. Eleven Polito stores in Medellín attracted consumers through a mix of media promoting the COTTON USA collection.
CCI supported the launch with COTTON USA ads posted in two subway cars in Medellín for a month. Facebook ads boosted the message, driving consumer traffic to the COTTON USA and Polito Facebook pages.
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Girbaud Labels Apparel with COTTON USA Mark in Colombia
COTTON USA point-of-purchase advertisements and sales tags at four Girbaud stores in Bogotá drove consumers to the COTTON USA website and Facebook page in Colombia to share cotton fashion photos and win prizes. The COTTON USA Facebook page in Colombia has 2,365 fans and the website received 14,885 page views, including 7,674 hits in the last 15 days.
The COTTON USA sales promotion extended the impact of the catwalk co-branding with Girbaud, at which CCI and Girbaud unveiled a new U.S. cotton collection.
Girbaud labeled more than 2,800 garments with promotional tags featuring the COTTON USA Mark. The sales promotions at Girbaud’s retail stores, located in the largest shopping malls in Bogotá, increased consumer awareness of the COTTON USA Mark.
Girbaud donated 20 prizes for the consumers who shared the winning cotton fashion photos online.
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U.S. Yarns and Fabrics Capitalize on the FTA in Colombia
The COTTON USA Sourcing Program promoted U.S. cotton yarns and fabrics at the 25th annual ColombiaTex trade show in Medellin. This was the first show since the U.S.-Colombia Trade Promotion Agreement went into effect, giving the U.S. cotton industry an added opportunity to generate business at the event.
High traffic volume pavilion placement ensured that the COTTON USA Sourcing Program’s 14 participating U.S. mills and their logos received exposure. The COTTON USA Mark was also featured on a double stand in a new pavilion at the show and on the 11,000 bags and exhibitors’ guides. CCI’s exposure at ColombiaTex generated $476,000 in earned advertising value for the COTTON USA Sourcing Program. CCI will monitor reports from trade generated through introduction at ColombiaTex but initial indications point to a successful show.
Cotton Incorporated conducted eight presentations on “Color, Silhouettes and Texture Trends Spring – Summer 2014.” Cotton Incorporated also led a conference on the “U.S. Retail Apparel Outlook,” which gathered 270 people from the regional textile industry. Approximately 15,000 people attended the show.
Ten U.S. textile mills participated in the COTTON USA pavilion at the show: Alamac American Knits, LLC; American Denimatrix, Buhler Quality Yarns Corp.; Carolina Cotton Works, Inc.; Cotswold Industries; Frontier Spinning Mills, Inc.; Hamrick Mills, Inc.; Parkdale; Swisstex; and Zagis USA.
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COTTON USA Western Hemisphere Sourcing Fair Connects U.S. Mills with Retailers and Apparel Manufacturers
The COTTON USA Western Hemisphere Sourcing Fair brought together nine U.S. mills, seven U.S. retailers, one European retailer, four Latin American retailers and 39 apparel manufacturing companies from Colombia, the Dominican Republic, El Salvador, Guatemala, Honduras, Mexico and Peru. This was the second Sourcing Fair that took place in Colombia, in order to take advantage of the recent FTA between Colombia and United States.
Participating companies included: U.S. mills - Alamac American Knits, American Denimatrix, Antex Knitting Mills, Buhler Quality Yarns, Frontier Spinning Mills, Hamrick Mills Inc., Parkdale, Tuscarora Yarns and Zagis USA; Retailers - Cabela’s Inc., Casual Male, J. Jill, Lands’ End Inc., Nordstrom, Phillips-Van Heusen and Zumba Fitness (United States); Benetton Brazil (Europe); and Almacenes Paris, Falabella, La Polar and Ripley (Latin America).
CCI held a dinner the first day to welcome more than 110 attendees to the Sourcing Fair. P. Michael McKinley, U.S. Ambassador to Bogotá, Colombia, gave the opening remarks. The Fair included a conference session with a panel of experts from Alston & Bird LLP, A.T. Kearney Inc., Cotton Incorporated and Yiyang Trading. The panel addressed important textile and apparel agreements for Latin America and Europe, the cotton price situation, and an outlook on Western Hemisphere textile, U.S. retail and apparel, and Latin American retail and apparel.
Following the seminar, the U.S. mills and retailers met with CBI, Mexican and Andean textile and apparel executives in private meetings to discuss business opportunities. Over a period of about 10 hours, 700 individual meetings took place. Cotton Incorporated also supported the event by answering questions about cotton product developments.
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COTTON USA Sponsors the Eighth Textile Forum in Peru
ADEX, the Peru Exporters Association, organized the event, which attracted 210 key industry attendees including important U.S. cotton consumers. The event covered topics such as marketing strategies for the fashion world and Brazilian, Japanese, Danish and Netherlands market opportunities. Also, a panel of experts discussed the current textile situation in Peru. The COTTON USA Mark was highlighted throughout the event via the ADEX website, banners, and branded materials provided to participants such as notebooks, pens and folders.
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“Closet Share 2011” Analyzes Colombian Consumers’ Wardrobes
The first such study CCI conducted in Colombia examined four product categories: jeans, khakis, underwear and home furnishings. The study showed that 27 percent of a woman’s closet is made up of underwear, while underwear makes up 23 percent of men’s closets. Jeans make up approximately 16 percent of both men’s and women’s closets. Additionally, Colombians own an average of about eight pairs of jeans. An important finding is that the concept of quality is not related to a garment being long-lasting, but with how long it looks fresh. Respondents felt that if the garment “looks like new,” it is of good quality. For Colombians, clothing purchases are not planned; it depends on personal moments, the time of the year or a whim.
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COTTON USA Connects Colombian Consumers via its Promotional Campaign
The COTTON USA campaign was launched in January 2011 to establish a unique understanding of U.S. cotton fiber among Colombian consumers. The campaign expands on the “COTTON USA Goes with You” promotion. The website www.cotttonusa.com.co received about 159,000 visits, and more than 6,400 people registered on the database as a result of online and magazine ads, as well as interaction with promotional staff at shopping malls. The website educates consumers on: U.S. cotton’s benefits, the meaning of the COTTON USA quality label on garments, and COTTON USA licensed brands. COTTON USA also created a promotional booklet highlighting cotton home products and color trends provided by Cotton Incorporated. The booklets were inserted in magazines, reaching 449,000 readers.
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CCI Promotes U.S. Cotton at Colombiamoda Trade Show
The COTTON USA Sourcing Program promoted U.S. cotton yarns and fabrics at the 22nd Colombiamoda trade show in Medellin, Colombia, July 26-28. Twelve Sourcing Program member mills were featured within the booth. The main focus of this year’s fair was “Fashion Consciences,” a place for new designers, investors, consumers and visitors to come together and form new ideas about today’s fashion. Approximately 9,500 people attended the fair, of which 3,600 were national buyers and 1,500 were international buyers. A COTTON USA ad ran in Colombiamoda’s exhibitors’ guide, which had a circulation of approximately 27,000 readers, as well as in Medellin’s newspaper, El Colombiano.
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COTTON USA Sourcing Program Promotes U.S. Cotton at Colombiatex
The COTTON USA Sourcing Program welcomed two new members to its program during the 23rd annual Colombiatex trade show in Medellín. Seven members of the COTTON USA Sourcing Program displayed samples of their products at the COTTON USA pavilion, which highlighted the benefits of U.S. cotton and cotton products.
Cotton Incorporated also participated by conducting five presentations on "Color, Silhouettes and Texture Trends Spring - Summer 2012." A second conference was presented on the current cotton price situation. Approximately 250 people from the regional textile industry attended the conferences.
The COTTON USA Sourcing Program held an industry event on the second day of Colombiatex where U.S. mills met with 61 representatives of the Andean textile industry.
U.S. mills participating with CCI and Cotton Incorporated at Colombiatex included American Denimatrix, Antex Knitting Mills, Buhler Quality Yarns, Frontier Spinning, Parkdale, Tuscarora, and Zagis USA.
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CCI Co-Sponsors Launch of Coltejer Fabrics Collection for Girbaud Brand in Colombia
CCI and Cotton Incorporated joined efforts with Coltejer and Girbaud to promote the U.S. cotton-rich denim and twill collection at Colombiatex, one of the most important textile fairs in Colombia. Girbaud is a high-end brand in Colombia that is a new COTTON USA licensee, and became eligible when they switched to Coltejor for its specially treated denim. The fabrics were finished with Cotton Incorporated’s Stay True Cotton™, Natural Stretch™ and Storm Denim™ technologies. The COTTON USA Mark and the Seal of Cotton were featured at the Girbaud booth and on the video inside the showroom. Ongoing fashion shows and eye-catching garment displays attracted a large amount of traffic at the booth. CCI garnered about $218,000 in free press from the event. The COTTON USA program works with important fashion brands, such as Coltejer and Girbaud, to promote U.S. cotton and to show the high quality, technology and style of U.S. cotton products.
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