Slaton, Texas
Cotton Incorporated’s mission is to increase the demand for, and profitability of, cotton. The organization meets that mission by focusing its resources in four areas — Agricultural and Environmental Research, Global Supply Chain Marketing, Product Research & Development and Consumer Marketing.
Those of us on the cotton production side of the industry most often hear about the projects and programs funded through Cotton Incorporated’s Agricultural and Environmental Research Department. However, I, along with some cotton producers and industry professionals from my area of the Cotton Belt, was recently able to see a Cotton Incorporated Consumer Marketing brand partnership first-hand in Dallas, Texas.
REVOLVE For Cotton
Cotton Incorporated’s Consumer Marketing Department develops promotional activities to inspire consumers to seek and purchase cotton items such as clothing and household goods. In September 2024, Cotton Incorporated collaborated with REVOLVE for a Cotton Pop-Up Shop in Dallas. This three-day event brought in hundreds of shoppers and generated significant incremental cotton sales.
REVOLVE is a popular online clothing retailer with annual sales of $1.3 billion. Cotton is an important fiber to REVOLVE and their target audience of women and men, 18-34 years old, who seek great style in their clothing. The partnership with Cotton Incorporated for the Cotton Pop-Up Shop created the opportunity for the retailer to showcase some great denim products and other on-trend, quality cotton options.
The store windows were branded “The Cotton Shop by REVOLVE” and the Seal of Cotton trademark was featured prominently throughout the store, reminding consumers that the beautiful clothing was made from cotton. More than 400 styles from over 170 different brands were curated for the shop and had a minimum of 60% cotton. Inventory was restocked consistently. If sizes or products were sold out, an option for ordering online with free shipping was also available.
The concept of a “pop-up” shop is just like it sounds. It is a temporary location available for a limited-time shopping opportunity. So, as you can imagine, the right location, visibility and dates are crucial to make a pop-up shop successful.
With this in mind, Cotton Incorporated and REVOLVE hosted the event in Dallas during Southern Methodist University’s parent’s weekend. Hundreds of shoppers visited the store throughout Friday, Saturday and Sunday. With appearances from the Dallas Cowboy cheerleaders and several social media influencers present promoting the event, visibility and excitement surrounding cotton and the pop-up shop were at an all-time high.
Successful In-Person Visits
This was Cotton Incorporated’s first time doing a pop-up shop in this region, so some Cotton Board and Cotton Incorporated board members, as well as cotton industry partners, were able to visit the event in person. Cotton Board members Matt Farmer (Texas) and Alisa Ogden (New Mexico), Cotton Incorporated member Marvin Byer (Texas), and Kara Bishop from Plains Cotton Growers, Inc. were in attendance on Saturday.
Seeing the excitement surrounding this cotton event made quite an impression. Matt Farmer, Cotton Board vice-chairman and Lamesa, Texas, cotton producer, said, “Seeing shoppers lined up around the block, waiting to get in the pop-up shop and buy cotton clothing was so exciting.
“I also loved seeing the Seal of Cotton trademark front and center in the REVOLVE partnership, demonstrating the benefits of cotton and the tie back to America’s cotton producers and importers.”
Brand Partnerships
Utilizing brand partnerships, like the pop-up shop with REVOLVE, is an important strategy for Cotton Incorporated’s Consumer Marketing team. Marissa Barlin leads Cotton Incorporated’s Strategic and Retail Partnerships activities within the Brand Partnerships department and joins forces with major brands and retailers throughout the year to promote cotton and provide opportunities for consumers to make cotton purchases.
“Working with first-in-class retailers aligns with Cotton Incorporated’s commitment to innovation and keeps cotton at the forefront of trends,” Barlin said. “The awareness generated by these types of events elevates cotton in the marketplace for consumers and helps drive point-of-sale cotton purchases.”
Cotton Incorporated collaborates with fashion brands, retailers and lifestyle companies to create co-branded campaigns that emphasize the quality of cotton and give the consumer hundreds of cotton items to shop for within dedicated “cotton shops” housed in one easy-to-shop area on their favorite retailers’ websites and/or in-store when applicable. In fact, in 2024, the department, including their recycling efforts with the Blue Jeans Go Green denim recycling program, worked with over 50 retailers to create in-person and online cotton shopping experiences.
Please visit www.cottonboard.org/consumers to learn more about what the Consumer Marketing team is doing to help move the needle with consumer cotton demand.