Japanese Fiber Education Tour Leads to Increased U.S. Cotton Usage

As a result of participating in the tour, a COTTON USA licensee expanded its range of COTTON USA licensed products, pulling more U.S. cotton through the supply chain. The company was already a licensee for T-shirts and labels more than 1 million pieces annually, and they now expect to label 10 million units of men's underwear annually, the equivalent of 7,500 bales of cotton.

The group toured the research and promotion headquarters of Cotton Incorporated in NC; the National Cotton Council headquarters and the USDA cotton classing office in TN; and the cotton production and ginning facilities of California's San Joaquin Valley. The group also met with Supima to conclude the Tour.

This was CCI and Cotton Incorporated's third time to bring Japanese retailers and trading companies to the United States under the Fiber Education Tour initiative to: 1) heighten their awareness of U.S. cotton's types/qualities and the industry's technological advantages; 2) to observe U.S. cotton sustainability practices; and 3) enhance their relationships with U.S. exporters. With cotton prices setting records and supplies tight, this was also an excellent time to reassure large users of cotton that the United States will remain a reliable and long-term supplier of their fiber needs.

Television Program Featuring U.S. Cotton Broadcast to 35 Million Households in Japan

The 75-minute special titled, "Attractive Texas: Fashion, Food and Cowboys' Spirit," was broadcast throughout Japan by the TV Osaka network. The objective of this program was to give consumers in Japan - the third largest consumer market in the world - a better understanding of the advantages of U.S. cotton. The documentary was filmed on-site in Texas during harvest season and followed two famous Japanese actresses as they visited the cotton fields and denim mill in Lubbock. Before broadcasting the program, TV Osaka ran 24 ads introducing the show, an earned media value of approximately $154,000. The TV Osaka network has six stations located in all major urban areas in Japan, and its broadcasting area covers approximately 70 percent of total Japanese households. The program had 1.3 million viewers. The advertising equivalent value for the 75-minute program broadcast is $7.1 million.

 

CCI Taiwan holds “Pure Love of Cotton” Concert to Promote U.S. Cotton

Taiwanese celebrities the Drifters and Claire Kuo joined CCI on stage in Taipei to excite consumers about U.S. cotton. Darren and Yannick, the young talents that make up the Drifters, sang the COTTON USA theme song, which translates to "Pure Love of Pure Cotton." A music video prominently featuring the COTTON USA Mark has been launched along with comprehensive advertisement on television, buses, subways, radio, newspaper and the Internet. The television ad will show the 20-second commercial over 2,500 times. One hundred fourteen brands in over 5,000 stores in Taiwan will participate in the promotion with their U.S. cotton-rich apparel. The free public relations media alone is estimated at $2.7 million.

CCI and Cotton Incorporated Celebrate Cotton Day Across Northeast Asia

CCI sponsored Cotton Day celebrations across Northeast Asia. The consumer and trade events highlighted the intrinsic benefits of the world's favorite fiber through COTTON USA Mark branded consumer events and executive interviews. Consumer and trade media were on hand at all stops and initial results indicate this year's events were again very successful. During the week, major television, print and wire media services reported on U.S. cotton following a series of U.S. cotton promotion events and interviews with representatives from CCI and Cotton Incorporated.

CCI's President and Executive Director joined representatives from CCI and Cotton Incorporated in Tokyo to attend the 15th annual Japan Cotton Day on May 10. This year's event was made possible through a continued partnership with the Japan Spinners' Association, the Japan Cotton Promotion Institute and the Japanese textile industry. The ceremony awarded three famous Japanese celebrities selected for their commitment to the style and comfort of cotton products. Over 250 guests from the Japanese textile-apparel industry were in attendance.

Cotton Day Korea's message was cotton and the special relationship between mother and child. The "Cotton Love Together" fashion contest featured ten mothers with their children in cotton from their own designs. CCI Korea partnered with Save the Children and its COTTON USA partner Lotte Mart to take the message of Cotton Day Korea to children in need. Also, through cooperation with the Spinners and Weavers Association of Korea, CCI was able provide the opportunity for young Korean designers to showcase their creativity through a T-shirt design contest.

Cotton Day Taiwan focused on cotton as a medium for expression. CCI Taiwan partnered with Shih-Chien University to highlight a fashion show for young future designers. In addition, Cotton Day Taiwan was the launch of the partnership with celebrity musicians Mr. Darren Chiu and Mr. Yannick Yang. COTTON USA licensees New Balance and manufacturers Tah Tong and Formosa Taffeta provided pure cotton apparel for the fashion show.

COTTON USA Sourcing Program Delegation Visits Korea

The goal of the visit was to enhance relationships between U.S. mills and Korean garment manufacturers with operations in Central America. The program included a seminar on economics and sustainability for Korean garment manufacturers, as well as a visit by U.S. mills to the Korean garment manufacturers' headquarters. Seventy garment exporters' yarn and fabric buying directors and managers attended the COTTON USA seminar to learn 2011/12 perspectives on cotton sourcing and how to implement sustainability in their global manufacturing operations. More than 30 individual meetings took place during the COTTON USA delegation's visit to Korea. Participating U.S. mills included: Antex Knitting Mills, Buhler Quality Yarns, Frontier Spinning Mills, Parkdale and Tuscarora Yarns.


  

CCI Taiwan Sponsors New Year’s Eve Party With Taipei City Government

COTTON USA Taiwan spokespeople Xiao Yu and Claire Kuo performed three COTTON USA songs in front of an audience of 760,000. The highlight of the event was a fireworks display on the Taipei 101 Tower for the final countdown to 2010. The concert was live broadcast for seven hours via Hit Fm Radio and Chunghwa Telecom Internet, “Hinet.” The concert was re-broadcast five times via two TVBS TV channels. The event generated third party contributions of $780,000, and the earned advertising value for COTTON USA was $892,000.  

CCI Taiwan Sponsors 20th Golden Melody Awards in Taipei

U.S. Cotton Takes Center Stage at Textile Show in Taiwan

The Taipei Innovative Textile Application Show (TITAS) has been the sourcing platform for functional textiles since 2005. This year's event at the Taipei World Trade Center featured 325 exhibitors from nine countries. CCI and COTTON USA licensees Formosa Taffeta and Tah Tong Textile promoted cotton fabric innovations such as Cotton Incorporated¹s Wicking Windows and TransDRY technologies. Despite the economic downturn, over one hundred brand representatives searching for the latest functional and eco textile products attended the show.

COTTON USA Sponsors Classical Music Concert in Taiwan

The concert, filmed for the popular Korean drama "Beethoven Virus," was performed by the pianist Eric Chen, cellist Ou Yang, Ling Yi and the Evergreen Symphony Orchestra. The drama tells the story of a commoner who aspires to become a musician, and performs at a warehouse amidst cotton bales. Consumers who purchased COTTON USA Mark-labeled products could exchange the COTTON USA hangtag for concert tickets. About 1,700 people attended the event at the National Concert Hall, including CCI licensee partners. COTTON USA was prominently featured as a sponsor on the final credits and the concert tickets, as well as via promotions for the event.  Videoland TV will broadcast the concert nationally as an hour-long program.

CCI Promotes U.S. Cotton at Taipei IN Style Show in Taiwan

The Taiwan Textile Federation (TTF) and Taiwan External Trade Development Council joined forces three years ago to launch Taipei IN Style (TIS) as a platform for Taiwan’s apparel markers and retailers to connect with the international fashion industry. COTTON USA 2009 spokespeople in Taiwan, Xiao Yu and Claire Kuo, attended CCI and Cotton Incorporated's booth to promote U.S. cotton and U.S. textile products. They also designed U.S. cotton-rich T-shirts to auction. TIS attracted 11,000 visitors. CCI Taiwan received $81,000 third party contributions from Taiwan Textile Federation and free press coverage for the show. At TIS, CCI Taiwan recruited its first maternity clothing brand as a COTTON USA licensee, OHOH- MINI. They will label 31,000 garments with the COTTON USA Mark for Spring 2009, including dresses, pants, blouses and skirts, both woven and knit. OHOH- MINI has 16 counters at major department stores in Taiwan.

Daiwabo Neu Co. in Japan Expands Its Range of COTTON USA Licensed Products

Daiwabo Neu, a COTTON USA Mark licensee for the company’s Body Compo brand underwear and Texas 7 brand T-shirt and sweatshirt, added New South brand T-shirts to its list of licensed products. New South T-shirts will be composed of 100% U.S. cotton. Daiwabo Neu expects to label 60,000 units annually, which equates to nearly 100 bales of U.S. cotton.

Growing Number of Consumers in Japan Recognize and Trust the COTTON USA Mark

The study, conducted in June 2009, demonstrated that the COTTON USA Mark campaign has raised awareness for the brand and generated positive attitudes toward high quality U.S. cotton.  Awareness among women, the primary target for COTTON USA Mark promotions, has increased from 30 percent in 2007 to 37 percent in 2009. In addition, the awareness level among men and women in most categories has increased; the largest increase, 16 percent, occurred among women aged 45 – 54. Finally, consumers’ attitudes toward U.S. cotton and its positive attributes increased across the board. Japan is the world’s second largest consumer market after the United States.

Eddie Bauer Japan Expands Range of COTTON USA Licensed Products

Eddie Bauer Japan, a COTTON USA licensee for jeans and denim jackets, added T-shirts and polo shirts to its list of licensed products. Eddie Bauer Japan expects to label 10,000 units this summer. The company also expects to label 5,000 units of special edition jeans to celebrate the 15th anniversary of Eddie Bauer’s first retail store in Tokyo, Japan. These products are sold at Eddie Bauer’s 52 stores all over Japan, as well as through mail order. Targeted COTTON USA newspaper advertisements promote this anniversary.

COTTON USA Promotion with Famous Chocolate Brand in Taiwan Yields High Visibility

The “Living Art – Cotton in Chocolate” event featured cotton bolls and the COTTON USA Mark at seven “Black as Chocolate” (BAC) retail stores. CCI Taiwan received press from newspapers, magazines, websites, radio, TV and blogs valued at about $141,000, while third party contributions from BAC totaled about $178,000. During the COTTON USA promotion period, CCI Taiwan recruited a new infant wear licensee for the brands Moomin, Benny, Ku.Ku Duckbill, Q-BBY Dog and Sexy Diamond for Youth. The labeling number will be approximately 250,000 units.

Cotton Day Celebrations Held across Northeast Asia

2009 (May)
CCI sponsored its annual Cotton Day celebrations across Northeast Asia to highlight the intrinsic benefits of the world’s favorite fiber through COTTON USA Mark branded consumer events and executive interviews. Cotton Day also provided an opportunity to highlight the proactive and positive role the U.S. cotton industry is taking in terms of cotton’s sustainability. Cotton Day events in Japan, Korea and Taiwan in 2009 celebrated the 20th anniversary of promoting high quality U.S. cotton through the COTTON USA Mark. Featured local events included a COTTON USA celebrity award ceremony in Japan, a “COTTON USA Family Look” Design Contest in Korea, and a T-shirt design contest and fashion show for young designers in Taiwan. All three country’s events were widely picked up by both print and television journalists and initial results indicate that media coverage this year was the most successful to date.