Cotton finds a new look

Lifestyle messages are the basis of the new advertising campaign launched this month by Cotton Inc.

The campaign replaces the 14-year old program called "The Fabric of Our Lives."

"It's time to move on," explained J. Berrye Worsham, president and CEO of Cotton. The new campaign targets "a younger, female market," he said.

Added Lee Garfinkel, chairman and chief creative officer of DDB NY, Cotton's new ad agency, "Cotton already has the 35-and-up female customer. We are focusing on the 21 to 34 woman with a strategic campaign" to build market share. Women today, Garfinkel explained, "don't care what clothes are made of, if it's good. We want them to check the label and think about cotton."

The campaign, with a budget of more than $20 million, will focus on women's passion for shopping and clothes.

The campaign kicks off with television ads, followed by print ads later in the year. DDB also will plan an integrated media campaign including print, the Internet and sales promotions.

Home furnishings will not be included in the first wave of advertising, Worsham said. "We already have a 65 percent market share in home furnishings."

DDB NY replaced Ogilvy & Mather/New York, Cotton's agency of more than 30 years.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • The Countdown to the ICON Honors Continues featuring Christophe Pourny

    Camera Icon More Videos

CURRENT ISSUE

HTT digital edition

See the May 2017 issue of Home & Textiles Today. In this issue, we discuss our annual Market Basket survey, which finds higher prices and more polyester at leading retailers. See details!