Home / Knowledge / News / Textiles / Cotton awareness needs to be hiked in Latin America - ICAC
Cotton awareness needs to be hiked in Latin America - ICAC
04
Oct '13
When talking about the growth of middle-class consumers, the discussion often centers on China and India. But the Latin American market is showing impressive growth as well, and raising the visibility of awareness of cotton among those consumers is a major opportunity and challenge.

That was the key message delivered in the Fourth Breakout Session at the 72nd Plenary Meeting of the International Cotton Advisory Committee (ICAC).

Entitled "Promotion Strategies to Effectively Meet the Challenges to Cotton Sustainability," the session's speaker emphasized that the cotton industry must ensure its educational and promotional efforts focus on the specific characteristics of this emerging group of consumers.

"We see a population that's changing, with important growth in young consumers who are eager to buy," said Flores, director of supply chain marketing in Latin America for Cotton Incorporated. "They're more aware of fashion and they buy more impulsively."

In Latin America, cotton apparel must compete with electronics, entertainment, and digital products in the consumer's budget, but the bigger challenge is overcoming misperceptions about cotton's flexibility and capabilities.

"We need to give consumers the ability to make informed decisions when it comes to buying cotton products, and we need to give retailers options so cotton can be a player in the marketplace," Flores said.

On the retail side, the most common misperception is that cotton is a material suitable only for basic products, and is unable to compete with other materials when it comes to fashion.

On the consumer side, the lack of awareness is often more about function than form.

"Consumers, and retailers to some extent, don't have a very good understanding of cotton's performance capabilities, especially compared with manmade fibers," Flores said. "One example is cotton clothing that provides moisture management capabilities. It's a feature that consumers consider very valuable in their clothing, especially athletic apparel, but they don't always know cotton is capable of providing it.

"Raising that level of awareness is a crucial step in the long-term success of cotton, not only in Latin America but around the world," he said.

International Cotton Advisory Committee (ICAC)


Must ReadView All

Pic: Shutterstock

Textiles | On 22nd Oct 2021

China's coal output rises to meet energy shortfalls amid govt measures

China's coal supply has showed signs of picking up with daily...

Pic: Shutterstock

Textiles | On 22nd Oct 2021

Indonesia, China begin feasibility study on coal-to-methanol unit

Indonesia and China recently signed an MoU to conduct a feasibility...

Pic: Shutterstock/TY Lim

Fashion | On 22nd Oct 2021

Balenciaga ranked hottest brand in The Lyst Index Q3 2021

Paris-based luxury fashion house Balenciaga was ranked the hottest...

Interviews View All

International apparel brands, Head honchos

International apparel brands
Head honchos

Launched first collection at onset of Covid

Textile Industry, Head honchos

Textile Industry
Head honchos

Trainers faced immense challenges as most were not tech-savvy

Textile Industry, Head honchos

Textile Industry
Head honchos

Blockchains will be in heavy use by early adopters by 2025

Erwin Devloo,

Erwin Devloo

The Picanol Group is a diversified industrial group active worldwide in...

Simone Morgante,

Simone Morgante

Based out of Como, Italy, and with technological expertise of nearly 70...

Gus Bartholomew,

Gus Bartholomew

<b>Gus Bartholomew</b>, co-founder of SupplyCompass, explains to <b>Subir...

Kevin Young & Tom Lucas, Web Industries

Kevin Young & Tom Lucas
Web Industries

Web Industries is a precision formatter of nonwoven materials used in baby ...

Seth Casden, Hologenix

Seth Casden
Hologenix

Hologenix is a material sciences company dedicated to developing products...

Brad Holschuh, Wearable Technology Lab, University of Minnesota

Brad Holschuh
Wearable Technology Lab, University of Minnesota

A new study led by researchers at the University of Minnesota's Design of...

Gavin Miguel, Label Gavin Miguel

Gavin Miguel
Label Gavin Miguel

Acclaimed fashion designer <b>Gavin Migue</b>l is known for his couture...

Megha Kumari & Jigar Mali, Label Megha & Jigar

Megha Kumari & Jigar Mali
Label Megha & Jigar

New Delhi based label Megha &amp; Jigar blends India's unique handcrafts...

Sarah Denise Cordery, Sarah Denise Studio

Sarah Denise Cordery
Sarah Denise Studio

Manchester, England-based Sarah Denise Studio provides relevant fashion...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


October 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search