Positioning for the Rebound
March 12, 2009 The cotton industry is facing some of the most difficult hurdles it has had to clear in recent years.
As we move into 2009, cotton’s share of the market still remains strong at near 60% of the apparel sector, although the downturn in the economy has contributed to an estimated 5% reduction in the volume of cotton consumed at retail.
On a more positive note, our own market research confirms that the majority of consumer attitudes toward cotton remained favorable last year ― especially when it came to cotton and the environment. Consumers rank cotton as the most environmentally friendly fiber, well above cotton’s nearest competitor.
Future research and promotion projects created by Cotton Incorporated staff will be designed with stainability as their backbone and will be supported by results from Cotton Incorporated’s recently-completed Natural Resource Survey. This ground-breaking, producer-directed survey has provided empirical data that we will use for years moving forward.
From working to enhance producer profitability to increasing cotton’s global consumer presence, we have a host of projects that will position cotton favorably ― laying a foundation for a strong and steady recovery when the economy starts its cyclical rebound.
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