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Baroque Japan launches COTTON USA virtual hangtag

Apr '20
Pic: Cotton USA
Pic: Cotton USA
Baroque Japan has become the first COTTON USA licensee in Japan to launch the COTTON USA virtual hangtag on its online shopping site. The leading retailer of young women’s fashion apparel and accessories is initially using the Cotton USA virtual hangtag to promote 20 US cotton-rich apparel items and plans to expand the hangtag usage to more products.

Baroque Japan became a COTTON USA licensee in 2019 and has licensed 160,000 units spanning 37 product lines in 2020. Around 95 per cent of its licensed products are t-shirts and the remaining five per cent are denim pants. Baroque Japan used approximately 130 bales of US cotton for its licensed products for spring/early summer and expects to increase its US cotton consumption, according to a press release by Cotton USA.

Its commitment to sustainable corporate governance drove the company’s decision to use the COTTON USA virtual hangtag in its marketing. COTTON USA created its virtual hangtag to give brands and retailers new ways to get an e-commerce edge. As they are researching purchases online, customers like easy-to-digest information. Virtual hangtags pop up as consumers hover over item descriptions, engaging consumers to click through to an educational video showing that the product is produced with sustainable, high quality US cotton.

According to the latest COTTON  USA Global Lifestyle Monitor (GLM) conducted in Japan, about one-third of Japanese shoppers seek out specific fibres for their clothing, and cotton is by far the most sought after fibre (92 per cent). Cotton holds a variety of positive attributes among Japanese shoppers, including being most sustainable (73 per cent associate this with cotton clothing), most authentic (70 per cent), most trustworthy and most comfortable (69 per cent each).

The Japanese apparel online market is not mature, and there is plenty of room for growth. According to the ministry of economy, trade and industry, online sales accounted for approximately 13 per cent of apparel sales in 2018. In 2017, it was about 11.5 per cent, and in 2016 it was about 10.9 per cent, so the growth rate is increasing year by year. According to the GLM, Japanese shoppers see online channels as being a primary resource for clothing research, though for actual purchases and for questions prior to the purchase, Japanese consumers prefer in-person locations. However, online sales are expected to increase significantly this year while many physical stores are temporarily closed due to COVID-19.

Fibre2Fashion News Desk (GK)

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