Style Campaign Leads to Increased Sales of COTTON USA Shirts for Red Fleece
From crisp white shirts paired with seersucker blazers, to preppy plaid, classic stripes and sporty chambray, Red Fleece (a Brooks Brothers brand) shared fashion tips for styling U.S. cotton button-down shirts via a four-page “Style Book.” COTTON USA promotions with Red Fleece in Korea, which included the fashion advertorial, resulted in year-on-year sales increases of 57% for U.S. cotton dress shirts and 30% for U.S. cotton casual shirts.
The “Style Book” ran in the May issue of ARENA magazine, and Red Fleece issued 60,000 copies to consumers in Korea. Red Fleece and COTTON USA supplemented the “Style Book” with in-store promotions featuring natural cotton boll displays and social media campaigns to amplify consumer awareness of U.S. cotton and COTTON USA-labeled apparel.
Red Fleece's merchandiser in Korea said that the brand's customers appreciate U.S. cotton’s superb durability and natural texture. He added that customers have expressed their happiness with the comfort, style and price of the luxurious cotton shirts.
Brooks Brothers has 11 Red Fleece retail stores in Korea, as well as an e-shopping store that opened in 2016. Founded in 1818 in the United States, Brooks Brothers has been using U.S. cotton for nearly 200 years.