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US cotton most preferred by mills, manufacturers across the world: Study

"Exporting three times more cotton than its closest competitor, the United States achieved a 40 per cent share of cotton fiber exports in its latest marketing year. A study conducted on mills and manufacturers from across the world aimed to understand how the US industry maintains high share of exports found the quality of US cotton to be superior then cotton from other regions. An assessment of US cotton industry and Cotton Council International’s role in the industry was conducted by a third party research firm in 2017. The firm surveyed 228 mill and manufacturers to gain insight into their purchase decisions as well as perceptions toward US cotton and the Cotton USA brand. These representatives spanned 18 countries including the six largest cotton purchasing regions in the world: Northeast Asia, Southeast Asia, South Asia, China, Latin America, and Central Europe."

 

US cotton most preferred by mills manufacturers across the world Study 001Exporting three times more cotton than its closest competitor, the United States achieved a 40 per cent share of cotton fiber exports in its latest marketing year. A study conducted on mills and manufacturers from across the world aimed to understand how the US industry maintains high share of exports found the quality of US cotton to be superior then cotton from other regions.

An assessment of US cotton industry and Cotton Council International’s role in the industry was conducted by a third party research firm in 2017. The firm surveyed 228 mill and manufacturers to gain insight into their purchase decisions as well as perceptions toward US cotton and the Cotton USA brand. These representatives spanned 18 countries including the six largest cotton purchasing regions in the world: Northeast Asia, Southeast Asia, South Asia, China, Latin America, and Central Europe.

Ranking the most important factors influencing cotton purchase decisions, respondents listed quality, price, overall product satisfaction, contamination and living up to their contracts as the top five factors. Respondents were then asked to rate their associations with cotton from various parts of the world.

Value for money

US cotton emerged on top because of positive factors in the decision to purchase cotton. Nearly 90 per centUS cotton most preferred by mills manufacturers across the world Study 002 respondents perceived US cotton as being of high quality, consistent, and low contamination while 75 per cent believed US cotton provides good value despite higher price points. US cotton was consistently positively rated than cotton from other parts of the world across all significant purchase factors.

With over 50 per cent respondents preferring US cotton, it was overwhelmingly the most preferred cotton by both mills and manufacturers across the world. Over one-third of the cotton purchased in the past year was reportedly from the US. This is nearly three times that of any other country. Respondents expressed great satisfaction about US cotton purchases with over 90 per cent planning to recommend US cotton to their customers.

Cotton USA’s strong brand value

As far as brand awareness is concerned, CCI, since 1989, has been licensing products such as apparel and home textile with the Cotton USA trademark. The trademark has so far, been used by over 51,000 product lines. Given this long track record, 96 per cent mills and manufacture representatives are aware of the Cotton USA brand with 77 per cent believing the trademark adds value to their business.

 

 
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