Keeping Cotton In High Demand
February 2, 2009 Consumers overwhelmingly prefer cotton worldwide, according to the latest Global Lifestyle Monitor survey, conducted by Cotton Incorporated and Cotton Council International. This is continued good news for the international cotton industry, but being favored over the competing synthetic fibers should not necessarily be seen as permanent security. While the industry should be proud of its positive public perception, sitting on the laurels of past preference is dangerous. Promoting natural fiber over synthetics and building consumer demand at the retail level should still be high priorities for every component of the supply chain.
Jesse Curlee, President of Supima, is a leader in the movement towards building consumer demand for natural fiber. Supima is the promotional group for American Pima cotton growers, whose product carries the Supima brand. He notes the unmistakable positive qualities of cotton — comfort, softness and breathability.
“Comfort is still the number one benefit of cotton. Most consumers will still tell you nothing is as comfortable as cotton,” Curlee says.
“Style is the other major advantage to cotton products. Affluent consumers see natural fibers as a more luxurious fiber to wear. Polyester still has negative connotations in the retail market,” Curlee explains. “Cotton, silk and wool have better consumer recognition.”
Cotton Means Quality
Aside from the obvious benefits of style and comfort, qualities which have historically been easily assigned to cotton, sustainability is an area of growing concern. In order to combat the promotions of man-made fibers, the cotton industry must focus on ecological benefits of their product. The message needs to be sent loud and clear: cotton is a sustainable, renewable and biodegradable fiber.
When you take into account that the main alternatives to cotton are non-renewable, chemical fibers, the choice for the consumer should be obvious. Man-made fibers, like polyester, are more environmentally hazardous than cotton.
“With the current petroleum situation, why wear a petroleum-based product?” Curlee says. “Overall, the use of water, chemicals and energy by the cotton farmer has been substantially reduced from its past consumption.”
The global cotton industry has an inherent interest to work towards being more sustainable and more conservative with their resources. Industry research and innovation have led to a drastic reduction in water use, new technologies, including insect-resistant seed varieties, are allowing for higher yields worldwide, while reducing pesticide use at the same time.
Informed Consumer
The strength of these facts begs the question: if cotton is reported as the consumer’s choice for comfort and style, and is additionally the most sustainable, “green” product, why should the industry bother spending time and energy promoting it over synthetics? It seems as though this kind of advertisement would be redundant. But Curlee explains the dangers of staying quiet while the competitors are investing in worldwide campaigns to discredit cotton and re-structure the message of man-made fibers.
“You need to keep informing the consumer. The other side is doing it everyday, promoting new versions of ‘performance fibers,’ and trying to influence the market. Sustainability, the green story, needs to keep being told.”
The consumer still has a choice, between cotton and many other fibers, and the industry and its supporting organizations must keep working to help them make the good choice of cotton. A key factor in any promotion is positioning your product so it can be identified by consumers. The product’s key features need to be well-known. Even though cotton is the preferred fiber worldwide, increased promotion and education will only help products sell more quickly and at greater volumes and values.
Sidebar (add table/graphic):
The Majority of Consumers Prefer Cotton for Clothing
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