• HOME
  • ARTICLES
  • COLLABORATIVE PARTNERS
  • INNOVATORS NETWORK
  • TRR ANNUAL FORUM
  • WEBINARS
  • PODCASTS
  • ABOUT
  • RETAIL RADICALS
  • SPEAKING
  • CONTACT US
  • PRIVACY

Mobile Menu

  • ABOUT
  • SIGN UP FOR THE ROBIN REPORT
  • Menu
  • Skip to left header navigation
  • Skip to right header navigation
  • Skip to main content
  • Skip to secondary navigation

The Robin Report

Courage

  • ABOUT
  • SIGN UP FOR THE ROBIN REPORT
  • ARTICLES
  • PARTNERS
    • Collaborative Partners
    • Innovators Network
    • Become a Partner of The Robin Report
  • WATCH + LISTEN
    • The Robin Report Podcasts
    • The Robin Report Webcasts
    • 2022 FIT Forum – Mastering the Customer Experience
    • The Robin Report 2022 CEO Forum
    • TRR/Fashion Institute of Technology Series – Pillars of Change
    • TRR/University of Wisconsin Series – The Next Wave of Retail
    • The Robin Report/Syracuse University 2021 CEO Series
    • The Robin Report Annual Forum
    • The Annual Columbia Business School Retail Forum
  • linkedin
  • twitter
  • facebook
  • youtube
  • spotify

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.

Company History

In 1960, cotton apparel and home fabrics accounted for about 78% of all textile products sold at retail. By 1975, that share had plummeted to an all-time low of 34%, due to the successful incursion of synthetic fibers in the marketplace, threatening the extinction of cotton as a viable commercial commodity.

Reacting to the serious erosion in cotton’s consumer market share, producers in the High Plains of Texas called for a collective national marketing and research effort. With support from regional producer organizations, the cotton growers were successful in petitioning Congress into passing the Cotton Research and Promotion Act of 1966. The act established a funding mechanism, which ultimately led to the creation of Cotton Incorporated in 1970.

From the beginning, Cotton Incorporated adopted a “push/pull” marketing strategy. The objective was to “push” cotton textile innovations into the market through product and process development while building consumer demand, or a “pull,” through advertising and promotion.

By 1983, Cotton Incorporated succeeded in curtailing share decline, and a long steady period of increasing consumer popularity and share growth resulted. Today, cotton can be found on store shelves everywhere in most product categories, and cotton share is more than 60% of the marketplace.

Click here to go to the Cotton Inc. website

SAP - How to Enable Work From Home - The Robin Report
How to Successfully Enable “Work from Home” in Retail and Consumer Businesses
Fashion Retail: Completely Derailed or Ready to Be Reinvented?
Open Retail Initiative: Eight Months of Reflection
In Turbulent Trade Times, Knowledge Is Power
Cotton Goes To Montauk
Skills to Future Proof the Fashion Industry

CONNECT WITH TRR

  • Facebook
  • LinkedIn
  • Twitter
  • YouTube
  • HOME
  • ABOUT
  • BROADCASTS
  • CONTACT US
  • SPEAKING
  • RETAIL RADICALS
  • PRIVACY
  • Account

Copyright © 2023 · Robin Lewis, Inc. All rights reserved. Copying or reproducing, by any means whatsoever, of The Robin Report, or any distribution hereof, in whole or in part, without the express written consent of Robin Lewis, Inc. is strictly prohibited. The Robin Report is published for senior executives in the retail, fashion, beauty, consumer products and related industries. The opinions expressed herein are not, and should not be construed as investment or other advice. All expressions of opinion are subject to change without notice.

GET GREAT CONTENT
DIRECTLY INTO YOUR INBOX