The International Forum for Cotton Promotion (IFCP) hosted a demand enhancement breakout session at the 68th Plenary Meeting of the ICAC to communicate promotion techniques that can be used by the cotton textile supply chain. The IFCP introduced the IFCP Speakers Bureau by presenting several of the organization, Äôs activities over the previous year. Video clips of related material were introduced, followed by an interactive discussion with the attendees that numbered over 70. The IFCP encouraged the cotton community to embark on similar projects.
The topics included the now 5-year running denim project developed with students at the Fashion Institute of Technology (FIT) in New York City with participation from industry advisors, and the participation by cotton research and promotion organizations in a panel entitled ,ÄúCotton Sustainability in the Textile Complex,Äù. In addition, video highlights of the 498th ICAC Standing Committee, where committee Members were able to engage with designers, product developers, and retailers were presented, and the attendees had time to comment and ask questions.
According to Jeffrey Silberman, Executive Director of the International Forum for Cotton Promotion (IFCP) and Chairperson of the Textile Development and Marketing Department at FIT, ,Äúthere is currently domestic promotion activity in producing, trading, and consuming regions. Through the efforts of the Bremen Cotton Exchange, partnering with the Gdynia Cotton Association, cotton now has increased exposure across Europe. There are promotion activities in India, and in Brazil; and China has announced that they will introduce a cotton logo for use in domestic promotion. In the U.S., the Supima organization developed a pop-up store in New York City, and as a direct result of that activity, now has a partnership with a major U.S. retailer to market a line of 15 apparel products under the Supima brand name. Cotton Council International carried out Cotton Day promotions in 5 Asian countries in conjunction with local cotton textile associations, resulting in strong TV, Web and print media coverage in each country, and Cotton Incorporated moved forward with their denim recycling and sustainability program entitled Cotton: From Blue to Green, along with an array of several other strong programs.
The IFCP Speakers Bureau is a program where industry experts donate their time and expertise to participate in panel venues that can further activate cotton demand. So far topics addressed have been fabric development, textile sourcing, and cotton sustainability. The activities are documented on the IFCP Cotton Promotion Website.
According to Silberman, Äúa very effective way to enhance cotton,Äôs role in future fabric development is to influence future textile product developers in their early career life-stage training. In order to have an impact on fiber content blend levels in cotton-based products, it is also necessaryto reach forward into the global supply chain and to educate fabric developers, designers and retailers about the advantages of products made from cotton. We believe the industry is ready to act in the area of demand enhancement.
International Forum for Cotton Promotion
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