Striking Mannequins Take Cotton Or Nothing Message to the Streets
September 30, 2013 As models began walking the runways of New York Fashion Week at Lincoln Center, mannequins in the Meatpacking District began walking off the job.
The “protest” was part of a film shoot and companion installation for Cotton Or Nothing, a new marketing program from Cotton Incorporated that addresses consumer reaction to cotton substitution.
“Today’s consumers are angry, and we are capitalizing on it,” said Ric Hendee, senior vice president, consumer marketing for Cotton Incorporated. Hendee explained that Cotton Or Nothing is an industry-facing marketing program fueled by growing consumer dissatisfaction with poorly-produced garments.
The campaign, launched with anonymity over the weekend of New York Fashion Week in early September, featured teaser print ads and social media posts from designated spokesperson Mannequin #9. The installation, located at 14th and Hudson Streets in New York, invited consumers to “join the protest” by having their picture taken with the striking mannequins and signing the Cotton Or Nothing Manifesto.
In addition, more than 300 humans supported the mannequins’ cause by participating in Mannequin Protest, a stop-motion short film by Evan Boehm, which is now available for viewing on www.cottonornothing.com. The site also includes highlights, resources and other information on the Cotton Or Nothing program.
“The Cotton Or Nothing website gives frustrated apparel consumers a forum to share their fabric fails, and acts as a resource on how to avoid these disappointments,” said Hendee. “With every site visit, posting, and photo upload, apparel shoppers amplify the Cotton Or Nothing message to brands.”
The campaign is an extension of the Cotton Incorporated Customer Comment Project, which quantified more than 250,000 consumer comments posted on apparel retailer websites.
“We knew from our Lifestyle Monitor survey that consumers were aware of and displeased by the substitution of synthetics in many of their traditionally cotton or cotton-rich apparel,” explained Kim Kitchings, vice president, corporate strategy and program metrics for Cotton Incorporated. “The Consumer Comment Project gave us a deeper dive into the specifics.”
Among the more frequent consumer complaints were pilling, odor, fading, static cling, shrinking and loss of shape. Home textile complaints are currently being studied and will join the movement in the near future.
For more information – and to sign the Cotton Or Nothing Manifesto – visit www.cottonornothing.com.
GET THE NEWSLETTER TODAY!
