COTTON USA celebrates the 25th anniversary with a new look
Print Edition
COTTON USA launched its new brand for its 25th anniversary in Shanghai to increase the awareness of U.S. cotton in the China market.
“COTTON USA hopes to amplify its brand influence in China and to let U.S. cotton walk into more Chinese consumers’ lives,” COTTON USA President Jordan Lea said, adding that Shanghai is an ideal place to reach different kinds of consumers in China.
The brand identity relaunch came at a time cotton is no longer king of the American textiles industry as lower-priced synthetics appeal to more designers and consumers.
“Today, faced with the changing global market conditions and the competition from lower-cost synthetic fiber, it is imperative for us to let young consumers understand U.S. cotton and feel its uniqueness,” Lea said.
People have reasons to choose cotton.
“As an extremely comfortable natural fiber, cotton is renewable, sustainable and biodegradable,” said Karin Malmström, director of COTTON USA China.
“The production of quality cotton involves a lot of hard work. The U.S. cotton industry is committed to fulfilling three promises - Purity, Quality and Responsibility. We are excited to bring our vision to China, where we know most people love cotton,” she added.
Citing the Global Lifestyle Monitor survey, Malmström said more than 8 in 10 Chinese shoppers describe cotton products as high quality.
The new brand identity’s cotton pattern is formed by one stroke with seven twists that corresponds to the seven segments of the supply chain.
Sine 1989, over 50,000 production lines and 3 billion products have carried the name COTTON USA, which made U.S. cotton a key player in the natural fiber market. The brand has formed partnerships with thousands of businesses around the world.
On China’s mainland and in Hong Kong, there are 182 partners including numerous brands and retailers licensed by COTTON USA along the supply chain, such as JNBY and Nautica.
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