WARREN, ARKANSAS
In the fast-paced world of fashion and shopping, Cotton Incorporated plays a pivotal role in placing cotton at the forefront of consumers’ minds during their shopping journeys. By collaborating with retailers, designers and brands, Cotton Incorporated develops and funds cotton-centric shopping experiences.
These integrated strategies encompass in-store promotions, digital and social media campaigns, celebrity endorsements and collaborations with style influencers. Brands like REVOLVE, Lucky Brand and Aeropostale have joined forces with Cotton Incorporated over the last year, successfully placing cotton in memorable and highly shoppable contexts. In fact, according to Cotton Incorporated, these collaborations resulted in over $55 million in direct cotton sales last year alone.
At the core of this tactic to move more cotton lies an innate belief in the power of strategic brand partnerships. Cotton Incorporated spotlights cotton’s unparalleled versatility, comfort and fashionability by forging relationships with leading brands across the retail market. These collaborations transcend mere product placements; they are thoughtful narratives woven together to resonate deeply with consumers.
Cotton Incorporated works with those who share its values of quality, sustainability and innovation. Each collaboration is an opportunity to leverage the unique strengths of both cotton and the brand, resulting in promotions that seamlessly merge cutting-edge fashion with cotton’s natural benefits.
LoveShackFancy
One great example of a brand collaboration is Cotton Incorporated’s work with iconic fashion, lifestyle and beauty brand LoveShackFancy. The 2024 partnership engages gymnast Suni Lee as the spokesperson for the Cotton x LoveShackFancy Americana Collection ahead of her participation in the 2024 Summer Games. This collection of beautiful cotton clothing embodies a re-invented sense of modernity, femininity, softness and confidence.
Cotton fabric has always played a pivotal role in creating LoveShackFancy’s signature pieces and the heritage styles the brand is known for and loved. The Cotton x LoveShackFancy “Americana” capsule collection is available through August 18 at www.loveshackfancy.com.
“Beyond the beam and the bars, there’s Suni Lee — not just the champion, but the individual. Away from the spotlight of competition, she embraces the chance to express her true self. In the comfort of cotton, Lee opts for relaxed, feminine and playful pieces, reflecting her genuine and personal style,” says Marissa Barlin, Director of Brand Partnerships for Cotton Incorporated.
“Like Suni, we all have ‘off-the-mat’ moments in our lives where we want to embrace comfort and exude confidence. The ease, softness and beauty of cotton in this collection accomplish just that.”
Lucky Brand Collaboration
Another recent example is Cotton Incorporated’s collaboration with Lucky Brand to promote cotton summer styles available to shop on LuckyBrand.com and in-store. The Cotton Shop with Lucky Brand had its own landing page and featured the Seal of Cotton logo on all 200+ women’s and men’s items within the shop.
Cotton Incorporated and Lucky Brand promoted the collaboration in a myriad of ways, including a series of email blasts, social media posts, advertising on podcasts and utilizing influencers to promote The Cotton Shop at Lucky Brand in head-to-toe cotton looks on their Instagram and TikTok pages.
“Cotton Incorporated’s brand partnerships have a profound impact on cotton’s image, breathing new life into its narrative as a timeless and aspirational choice. These collaborations with renowned brands, retailers, and style influencers are a testament to the brand’s strength in the fast-evolving world of fashion and lifestyle,” said Barlin.
Through strategic brand partnerships, Cotton Incorporated is responsible for exposing millions of consumers to pro-cotton messaging each year. These collaborations not only elevate cotton as a fashionable and versatile choice but also shape the future of fashion and consumer engagement. With each collaboration, Cotton Incorporated continues to promote cotton as the fiber of choice among consumers, proving that when creativity meets collaboration, the possibilities are limitless.
For more information on curated cotton collections, go to https://thefabricofourlives.com/shop.