Summer 2009, Zbigniew Roskwitalski
Cotton Promotion in the world of weak demand
The world financial crisis is still taking its crop. After global rises in 2007, the drop noted in the second half of 2008 is really dramatic. The lowering tendency of demand for textile-clothing products has been continuing. After many years of constant growth, consumers’ demand has shown the dropping tendency for the first time since the 90s’. The last several months have been more and more difficult for merchants and producers.
Governments of countries, whose budgets are to a great extent based on textile products’ and apparel exports, have begun implementing measures supporting domestic industry and animating exports. There is nothing strange in this. Even China — the tycoon in textiles and apparel is talking about a 20% drop of production. The orders portfolio shrank drastically, and the situation in Europe and the U.S.A. is similar.
It would seem that it is not the right time for cotton promotion, but nothing could be more misleading. In hard times, it is the obligation of the IFCP to accelerate its activities directed toward recipients and final consumers in developed countries, as well as those products destined for developing countries that are now not only major textiles’ suppliers to world markets, but also growing recipients of these goods.
Natural fiber promotions and the shaping of consumer awareness is a process that cannot be interrupted. It is even more necessary in spite of the crisis. Realization of activities and programs planned within the International Year of Natural Fibers is progressing practically without disturbances. We are glad of seeing a number of conferences, seminars and meetings held under the slogan of natural fiber promotions. The indisputable advantage for the natural fibers sector, including cotton as the leader in this group, is the variety of organizations that join their efforts in order to popularize the image and strengthen the position of natural fibers in the market and in the consumers’ awareness. I am convinced that the summary of 2009 achievements will bring us a new vision of cotton’s image and possibilities, as well as new techniques and programs for its promotion.
It should be taken into consideration that cotton natural competitor — polyester — is no longer negatively evaluated by the consumers, as it was in the past. This is due to the fact that polyester producers focused on underlining its ecological values (recycling, sustainable manufacturing etc.). True or false — this campaign was carried on all available forums and brought a real result in the consumers’ mind, that polyester as a fibre could be produced in an ecologically friendly way. Hence, right now, an appropriate path of promotion should be not so much opposing cotton to polyester, but rather presenting doubtless advantages and the benefits of using cotton.
Cotton is the most important and most popular natural fiber in the world. As I have been repeating many times — the words “natural, renewable, sustainable” should remain our slogan.
Our main task is to build demand enhancement programs through the entire supply chain of cotton industry. I would like to stress once more, that the promotion by means of logos and labels is one of the most visible and positive forms of promotion noticed by the final consumer. That’s why I am very satisfied that the International Cotton Emblem has been successfully reactivated throughout the European market, and has again joined the group of cotton labels present on the world markets.
The IFCP possesses the inestimable experience following from its many years’ operation in the markets of developed countries and from cooperation with such large cotton promoters as Cotton Incorporated and Cotton Council International. We should direct our experience and effort toward establishing good, efficient standards toward promoting cotton in the markets of developing countries. It is necessary to work out low cost promotion strategies for these countries, but not only for them. Nowadays, low-cost strategies are important for all of us — as the financial crisis is still with us.
Market analyses show that in spite of tendencies to look for cheaper fabrics and products, quality requirements still remain high. Moreover, despite the crisis — well-fixed pro-ecological consumers’ attitude will not change quickly. In the frame of our activity we should support cotton sustainability, as nowadays production in accordance with the environmental and social correctness is — and should be — one of the priorities of the world economy. But an important task of IFCP should be to monitor real actions in order that ecological slogans should result in real benefits, not just marketing hype, which would be good for both the consumer and for the environment.
