Beyond Your Imagination
February 25, 2009 An important program to convince Chinese consumers to make cotton the fabric of their lives is being implemented, in part, through the efforts of Cotton Incorporated’s public relations team.
The recent collaborative efforts with Cotton Council International included hosting key Chinese media through Cotton Incorporated’s World Headquarters and Research Center in Cary, NC.
“By showcasing the apparel and textile innovations being created at our facility, we illustrated our dedication to cotton and showed these high-profile Chinese journalists how our team of research professionals create fashions that are being demanded by consumers all across the globe,” explains Robin Merlo, director, Public Relations for Cotton Incorporated.
The group was part of the “Cotton- Beyond Your Imagination” tour held in July. The group also visited cotton fields in Texas, the USDA Classing Office in Memphis, and Cotton Incorporated’s consumer marketing headquarters and fashion designers’ studios in New York.
True to Green
It’s been said, “the customer is always right.” While that may not apply to every retail situation, collectively, today’s consumers do influence cotton’s retail success through their tremendous purchasing power and access to information.
And more than ever, that power is being courted via a new movement in advertising called “eco-marketing.” Some of this marketing attempts to play on consumer emotion — unfortunately for cotton — through the distribution of inaccurate information.
That’s why, at Cotton Incorporated, we continue to proactively attempt to “set-the-record-straight” about cotton, and how truly sustainable and renewable it is as a fiber.
For cotton, being green starts with the producer and a three-pronged definition of sustainable agriculture. For a production practice to be sustainable, it must:
• Affect the environment in a positive way.
• Be economical and profitable.
• Enhance the quality of life.
The point at which these three goals overlap in any given production system is where the net effect comes closest to meeting the goal of sustainability. Our advertising and retail promotions have created a strong association for cotton with consumers and that association must be protected to preserve cotton’s domestic market share and its huge potential for growth across the globe.
Efficiency Mandated
A mandate by the Department of Energy (DOE) went into effect January 1, stating home-use laundering systems sold in the U.S. must meet new “reduced” energy usage standards.
“These new high-efficiency washing machines use significantly less water during the main washing and rinsing cycles,” explains Norma Keyes, director, Product Evaluation & Standards, Cotton Incorporated.
The systems also use a much higher spin-cycle speed, which could have significant impact on cotton apparel. “We will determine if these systems have an impact on finishing technologies like ‘no-iron’ or ‘stain-release,’” adds Keyes.
The increased speeds in washing- and rinsing-cycle times could reduce the amount of time needed for drying, which means more energy savings thanks to shorter drying times. Some of the other changes in the new laundering systems include increased cycle times, much less water use in both wash and rinse cycles and an increase in dry-load weight.
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