Posted April 21, 2015

 

NEW YORK – At a time when cotton's market share is threatened by synthetics, Cotton Incorporated responds with authenticity. The latest offerings in the 26-year run of the highly regarded The Fabric Of Our Lives™ campaign from the not-for-profit research and promotion company focus on individual consumers and their personal stories of why cotton apparel items are their favorites.

 

Introducing the tagline, "Cotton. It's Your Favorite for a Reason℠," the first commercial launched on April 20 with 30- and 35-second spots. Additional commercials will be rolled out over the course of the year. The campaign also includes: a digital video series of consumer stories, some expanding on the stories told in the commercials; a unique, cotton-focused collaboration with online retailer Rue La La and a trade print advertisement.

 

The new campaign is a departure from celebrity-centric commercials that the company has presented since 2009. The "favorites" campaign, produced by DDB New York, is aimed at Millennials – a generation coming of age and craving authenticity.  

 

"Cotton apparel has always been popular with most everyone but we may not be aware that the things we love are made with cotton," said Ric Hendee, senior vice president, Consumer Marketing, Cotton Incorporated. "For instance, denim. It's cotton … who knew? This new campaign will focus on many of our favorite clothing items and point out the reasons why we love them and keep on wearing them. The campaign uses real stories from real people. While still The Fabric of Our Lives™, this campaign finds a new way to celebrate the cotton in our lives."

 

Through the campaign, Cotton Incorporated aims to remind consumers of the versatility of cotton, and acknowledge the style, comfort, durability and quality of cotton apparel. The commercials' storytellers are diverse in interests, style and background, but each is passionate about telling their stories through their favorite piece of clothing. They understand that cotton makes them look good and feel good, and they show how seamlessly cotton fits into their everyday lives.

 

"We conducted extensive consumer research to inform this campaign, and we wanted it to reflect what consumers are saying they like and want," said Kim Kitchings, vice president of Corporate Strategy & Program Metrics, Cotton Incorporated. "We learned that 69 percent of consumers say that their favorite piece of clothing is at least 60 percent cotton. This is particularly significant because it shows that even though cotton has experienced a contraction in market share, it is still something consumers want."

 

Cotton Incorporated research also suggests that while the majority of consumers prefer cotton, they don't always check garment labels for fiber content.

 

"Some garments may look and feel like cotton, but may not perform like cotton, especially over time," Kitchings said.

 

Source: Cotton Incorporated