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Stay more comfortable in cotton clothing

15
Dec '09
Consumers in Taiwan can now stay even more comfortable in cotton clothing, thanks to a collaboration between Cotton Council International (CCI), its COTTON USA licensees and Cotton Incorporated implementing new moisture management technology into T-shirts.

Formosa Taffeta, a key account for CCI, used Cotton Incorporated's WICKING WINDOWS technology in its pure cotton fabric to enhance the fabric's ability to wick moisture away from the skin. Formosa Taffeta has purchased 5,475 bales of U.S. cotton in 2009.

COTTON USA brand licensee New Balance created “Pure Cotton Quick Dry” T-shirts with the technologically advanced fabric, and a COTTON USA retail promotion highlighting the new T-shirts reached 15.9 million consumers. The “Stay Comfortable in Cotton” promotion gave 1,500 New Balance T-shirts with WICKING WINDOWS technology to consumers who purchased more than $90 worth of COTTON USA Mark-labeled apparel at three Shih Kong Mitsukoshi department stores.

The COTTON USA in-store promotion ran from June 26 to July 12, 2009, at Shih Kong Mitsukoshi stores in Taipei Xin Yi Place, Taichung and Kaohsing. The stores stocked COTTON USA-labeled apparel from 21 licensees: Chaber, McGregor, Blue Way, Edwin, Something, 5th Street, Bobson, Sun Sister, Big Train, Lee Cooper, Big John, Brappers, Nautica, Oshkosh, Baby City, Mini Man, Les Enphants, Kuku Dickbill, La Mode, Teddy & Betty, and New Balance.

The agriculture section of the American Institute in Taiwan (AIT) and Shin Kong Mitsukoshi department stores announced the promotion through a press conference. CCI Taiwan promoted its “Stay Comfortable in Cotton” campaign via 24 subway lighting boxes in Taipei and Kaohsiung, 100 bus panels and trade magazine and newspaper advertisements. CCI received $212,000 in third party contributions, capitalizing on its U.S. Department of Agriculture Market Access Program (MAP) funding.

Cotton Council International


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