COTTON USA Promotes U.S. Mills at Colombiamoda
The COTTON USA Sourcing Program promoted U.S. cotton yarns and fabrics at Colombiamoda 2015, a three-day event held in Medellin dubbed “Colombian Fashion Week.” COTTON USA’s presence at the event—a powerful trading platform in Latin America—impacted about 30,000 attendees.
With the objective of strengthening U.S. cotton mills’ presence among the regional textile industry, the COTTON USA Sourcing Program has participated in Colombiamoda for nine years. This event showcases apparel, textiles, cosmetics, beauty products, gifts and handicrafts.
In order to increase the visibility of the U.S. mill members, the COTTON USA Sourcing Program placed a full-page ad in 10,000 exhibitor guides handed out to the visitors during the fair.
COTTON USA also reinforced its latest campaign messaging with the fashion industry by placing a two-meter-long “I Love My Cotton” structure at the event, encouraging consumers to take pictures by it to show their love for U.S. cotton fiber. Postcards distributed at the event highlighted COTTON USA’s brand promises of purity, quality and responsibility.
COTTON USA also joined efforts with Marithe e Francois Girbaud, which gave consumers the opportunity to customize 1,000 denim bags at its booth. Girbaud demonstrated how the process used to customize the bags, using a laser machine, reduces water waste.