Taking the message to consumers who are ready to buy

Cotton Incorporated seeking ways to help consumers translate favorable cotton impressions into buying decisions.

As part of its effort to regain cotton’s market share lost to synthetic fibers, Cotton Incorporated is looking for new ways to make consumers more aware of the comfort and feel of cotton textile products.

The efforts are being helped by unprompted studies that show consumers still prefer the natural fiber over polyester and rayon, according to Kim Kitchings, senior vice president for consumer marketing at Cotton Incorporated.

Kitchings says researchers have found that promoting cotton in close proximity to where purchases are made – such as in shopping malls and on retailers websites – also helps customers awareness of the attributes of cotton and can help increase sales of cotton-rich fabrics. Her comments came during a presentation for cotton producers at CI’s headquarters.

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