COTTON USA TV Commercial Increases COTTON USA Mark Awareness in Thailand

CCI Thailand created a TV commercial (TVC), which ran between June and July 2009, to help consumers better understand the COTTON USA Mark. For general consumers, COTTON USA Mark awareness has increased 13 percent in two years, from 26 percent in 2007 to 39 percent in 2009. The most significant increase occurred with target consumers, women between 25 - 34 years of age.  Awareness in this group increased 22 percent, from 32 percent in 2007 to 54 percent in 2009. The COTTON USA TVC, titled “The Origin,” showed that cotton products start with the cotton boll in the field and transform into comfortable cotton products consumers can feel and appreciate in everyday life.

Click the image of the COTTON USA logo to view the TV commercial (TVC) created by CCI Thailand.

COTTON USA Celebrates First Cotton Day in Thailand

The Cotton Day celebration in Thailand awarded the winner of the 2009 COTTON USA T-Shirt Design Contest, Mr. Suraporn Lertwongpaitoon. The cotton boll inspired Mr. Suraporn’s winning design, which features an oversized, opened cotton boll that blends into the T-shirt itself. Mr. Gary Meyer, U.S. Agricultural Counselor to Thailand, was the guest of honor, delivering the opening remarks and presenting awards on behalf of the U.S. cotton industry. In celebration of 2009 as the International Year of Natural Fibers, Cotton Day also featured 100 percent cotton designs from winners of the COTTON USA Design Challenges in 2006, 2007 and 2008. These designs expressed the versatility and natural aspects of U.S. cotton. More than 200 guests from the Thai textile and garment industries, as well as 82 reporters, attended Cotton Day. To date, Cotton Day has been featured in 18 TV programs with a total airtime of 33 minutes, 21 newspapers with a combined circulation of 19.5 million and 17 websites.

COTTON USA and Arrow Launch New Collection of Men’s Shirts

As COTTON USA’s newest licensee in Thailand, Arrow marked the new partnership via a mall event and the launch of their new “American Academy” collection. More than 500 consumers attended the fashion show and mini-concert. A road show to eight universities and 35 shopping malls around the country will follow.

U.S. Cotton Industry Hosts Special Trade Missions from Vietnam and China

2009 (Winter) Delegations of textile representatives from both China and Vietnam met with key U.S. industry officials across the U.S. Cotton Belt during 2008 COTTON USA Special Trade Missions. Participants represented companies that annually consume around 3.5 million bales of cotton, with U.S. cotton component equaling approximately 1.5 million bales. The CCI-sponsored tours included stops at major cotton growing, research and trading centers across the U.S. The Chinese STM participants spoke highly of the positive interactions with the U.S. industry and stated their intentions to increase imports of U.S. cotton in the near future. Members of the Vietnam STM noted increased investment in the Vietnamese textile industry, and the U.S. cotton industry foresees expanding opportunity to supply Vietnam’s fiber needs as trade relations grow between the two countries.

COTTON USA “Passion of Love” Design Challenge in Thailand Garners Publicity

2009 (Winter)
Three hundred up-and-coming Thai designers showcased their knowledge of 100 percent cotton fabric and versatile design skills during the COTTON USA Design Challenge 2008. This third annual design competition for fashion students advocated young designers to support the Thai textile and garment industries and U.S. cotton. As part of a major PR campaign, the competition also heightened consumer awareness of the fashionable side of cotton and COTTON USA. The winning designer traveled to New York Fashion Week and the trip was broadcast on Thai television. The COTTON USA Design Challenge was awarded “Campaign Publicity” finalist for the Thailand’s Adman Award in 2006 and has accumulated over $1.7 million in earned advertising value (EAV) for the competitions in 2006 and 2007. The 2008 competition has brought in $1.8 million in EAV.

Retailers Pinpoint COTTON USA Sourcing Opportunities in Southeast Asia

2008 (Summer)
Retailers and trading companies placed $530,000 in orders of U.S. cotton-rich products during CCI's second COTTON USA Buyers Tour to Vietnam. The weeklong event in Ho Chi Minh City, Vietnam, attracted 18 European, Japanese and U.S. brands and retailers and 29 quality suppliers of U.S. cotton-rich products. The Tour enabled buyers to explore the advantages of sourcing garments from Southeast Asia, including from Korean, Taiwanese and U.S. joint venture textile companies operating in Vietnam. The Buyers Tour included briefing sessions, a trade show and visits to U.S. cotton textile and garment manufacturers in Vietnam. Surveys reveal that 98 percent of participants said they would generate new business from the event.

COTTON USA Boosts Sales of Lee Denim in Thailand

CCI Delivers Lean Manufacturing Training to Key Accounts in Southeast Asia

2007 (Summer)
The lean manufacturing seminars reinforced CCI’s Supply Chain Marketing (SCM) initiative to U.S. cotton’s customers in Indonesia and Thailand. The intensive training, conducted by Dr. Mike Fralix and Mr. Wilton Duncan of [TC]2, was directed at garment manufacturers and textile mills that use a high percentage of U.S. cotton. More than 120 people from 26 companies attended. Post-event surveys indicate that participants believe the implementation of “Lean” can help them be more competitive in the global marketplace. About 85 percent agreed that “Lean” is appropriate for their companies, and the majority of respondents—67 percent in Thailand and 59 percent in Indonesia—said they planned to implement “Lean” within the next 12 months. Roughly half of the participants were unfamiliar with “Lean” before attending these workshops.