Why does cotton advertise

In April, the producer- and importer-funded organization launched a new television advertising campaign aimed at targeting a specific female audience. It is a significant change from past promotional efforts designed for the general public. The new television commercials were created to appeal to women from 18 to 34 years of age.

Berrye Worsham, Cotton Incorporated president and CEO, is excited about the new promotional effort and stated it is the beginning of a new era for the cotton organization.

Other media such as print, the Internet, and sales promotions will be used later in the campaign as well. Cotton Incorporated headquarters in Cary, N. Any product covered by the Textile Act and Rules must include a fiber content statement that lists:.

Fibers that have functional significance, even in small amounts, may be listed by name. The fiber content statement may include the name of a type of cotton, the cotton trademark or a term that implies the presence of a type of cotton. The statement must be truthful and not deceptive. If you use a cotton name, trademark, or other term that implies the presence of a type of cotton, you must use the generic fiber name "cotton" with it.

You must use type of the same size and conspicuousness for the required fiber content information. The type must be reasonably easy to read. If your product contains more than one kind of cotton, the fiber content statement doesn't have to specify the name and percentage of each cotton type.

If the label of a product made from various kinds of cotton names a cotton type, it must give the cotton's percentage by weight and make clear that other types of cotton also were used to make the product. If your product contains more than one kind of cotton, a content statement that claims the product is made of only one type of cotton is not acceptable. Financial contributions from our readers are a critical part of supporting our resource-intensive work and help us keep our journalism free for all.

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For more newsletters, check out our newsletters page. Most logo programmes have at least two versions of the icon to identify the product as either 'pure cotton', or a blend level limit.

Blend levels for specific end-uses will be determined by the amount of other textile fibre that is required to support cotton in delivering an intended benefit to the consumer, and that intended benefit could be for a variety of end-uses.

Examples of different blend levels to reach different end results would be the difference between the minimal amount of other fibre needed to achieve stretch, versus the larger amount of other fibre required to deliver wrinkle resistance, based on weight of fabric. These logo programmes are usually managed in several forms of licensing agreements, administered by non-profit organizations with directors made up of industry participants, and others who have an interest in the well-being of the cotton industry.

Another example of cotton branding is through fibre length. Long staple and extra long staple G. While specific varieties command a price premium from fibre to consumer, they represent a very small portion of worldwide cotton production and consumption. Advances in fibre and fabric technology along with quality consistency improvements throughout the entire textile supply chain have created a competitive price-sensitive marketplace, making it more difficult to differentiate between different varieties of cotton in the end-products.

The more consistency improves, the more the cotton industry focuses on generic cotton promotion, as it becomes clear that the competition is chemical fibres, polyester in particular, and that sustainable growth for the cotton industry must come at the expense of synthetics. Toward that end, the industry has set up a forum for the exchange of ideas, which acts as a clearing house to evaluate promotion techniques meant to improve cotton's market share at the retail level.

The International Forum for Cotton Promotion IFCP is a non-governmental organization composed of regional, national and international cotton industry organizations and sponsors, with 18 members from 14 countries. The mission of IFCP is to encourage increased consumer demand for cotton through the implementation of national, state, and private sector cotton demand enhancement programmes. IFCP serves as a clearing house for information about proven techniques of cotton promotion, best practices in retail-level communication, and cost-effective measures of boosting consumer demand.

IFCP was established in in recognition of the need for a proactive effort on behalf of the cotton industry to increase cotton's share of domestic fibre markets at the consumer level. It does not promote cotton, but rather promotes the promotion of cotton. It has created a website, focusing on cotton promotion, for anyone interested in pursuing or learning about what it entails.

See www.