Cotton Incorporated
Promoting a Raw Material
- ISBN:9781350962422
- Content Set:
Prompted by competition from synthetic fibers, the US cotton industry responded to a drop in market share in the late 1960s by creating Cotton Incorporated, an industry research and marketing organization. Over the years, consumer-targeted promotion campaigns have successfully revived the perception of cotton in the eyes of the consumer, stopping the decline of sales. This has benefited the fiber’s entire supply chain, from the farmers who grow the raw material to mills and manufacturers, to retailers. Recently, the cotton industry has been challenged with a rise in consumer desire for more sustainable products. Conventionally grown cotton in the United States uses genetically modified organism (GMO) seeds as well as significant amounts of fertilizer and water. Organic cotton has its own drawbacks but has become a popular concept in the eyes of the increasingly conscious consumer. How should Cotton Incorporated respond to the increased critiques of unsustainable textile sourcing and the interest in organic fibers?
’LIM COLLEGE’ is a registered trademark of LIM College and is used under licence.