Bangkok--3 Feb--Verve
COTTON USA boosts awareness campaign of “COTTON USA Mark of Quality” in Thailand as the trend grows for more qualityand environmentally friendly products within the Thai market.
In 2012, COTTON USA has allocated a 22 million Baht budget for proactive marketing strategies to increase the COTTON USA Mark awareness in Thailand. The COTTON USA Mark is an integral aspect of recognition for quality U.S. Cotton products, and is attached to products containing 100% cotton fabrics with at least 50% U.S. cotton, making them easily identifiable to consumers. In a bid to boost consumer recognition of U.S. Cotton quality products in Thailand, COTTON USA also aims to increase the COTTON USA hangtags onto a further 7.7 million products within the 2012.
This campaign for increased awareness comes at a most opportune time as in recent years Thai consumers have placed an increasing importance on quality products made from natural fibers. The COTTON USA Mark Tracking Survey conducted in 2011 showed that Thai consumers were willing to pay for quality products that were comfortable, environmentally friendly and showed good value for money. The survey also indicated that over 57% of consumers regarded cotton as the primary preferred natural fiber for their clothing and household items.
Mr. Kraipob Pangsapa, COTTON USA Thailand Representative, said, “COTTON USA employs The Interactive Research Ltd to conduct The COTTON USA Mark Tracking Survey once every two years to monitor new and upcoming trends in consumer behavior, attitudes and awareness. The survey also focuses on measuring consumer awareness towards the COTTON USA Mark of quality in comparison with various market competitors. This past year in 2011, our focus group included 500 residents of Bangkok ranging from 15-54 years with a monthly family income of over 20,000 Baht. We divided the focus group into two - the primary group being women of ages 25-34 and the remaining general group of both men and women ranging from 15-54 years.”
Results of the most recent survey showed that the Thai consumer purchases an average of one clothing item per month with cost per purchase decreasing from 4,282 Baht in 2009 to 2,596 Baht in 2011 - a decline most likely attributed to the sensitive economic climate, causing consumers to be more careful with their spending. According to the survey, women showed an increased interest in clothing items that were on sale over 20%, and clothing trends for the upcoming year focused on more casual wear for the office, including an increased percentage of people wearing jeans to work of up to 51% in 2011 from 34% in 2009.
According to the survey, consumers regardless of gender and age agreed that cotton was the most environmentally friendly natural fiber with a unanimous consensus coming from the primary target group of women who had a monthly income of over 40,000 Baht. Two out of three consumers in the target group were willing to spend extra for a quality product that was comfortable, showed good value for money, and was environmentally friendly. These findings were particularly evident for women ranging from 25-34 years who opt to buy clothing and household items made from 100% cotton with a marked 10% increase in the undergarment or lingerie category. Within the past three months, women ranging from 25-34 had the strongest buying power at 34%, followed by women ages 45-54 at 31%, while men ages 45-54 had the highest percentage of purchases for 100% cotton products in their category at 28%.
Mr. Kraipob continued, “After conducting our 2011 survey we found that the COTTON USA Mark awareness had increased 4% up to 43% from 39% in 2009. The most effective channels were selling points in department stores, which impacted 31% of overall consumers and impacted up to 32% of our primary target group. The following most effective channel was the media — television, magazines and newspapers. Our communications channels are extremely important, as over 50% of both the general consumer group and primary target group agreed that the COTTON USA Mark that symbolized quality, comfort, durability and softness as well as natural fibers from items produced in the USA, positively influenced their decision to buy the product. Up to 50% of women ranging from 15-24 years said that the Mark was of great importance to them in their purchasing decision.”
“In the year 2012, COTTON USA has set a marketing budget of 22 million Baht and we plan to increase our communication channels, both above and below the lines and online media to strengthen awareness about the benefits and characteristics of 100% natural fibers and products that use U.S. Cotton to our target groups. To further strengthen overall Mark of Quality recognition and develop selling strategies for U.S. Cotton products, we will organize training for sales staff of COTTON USA retail licensees that will help to increase their knowledge of cotton and their understanding of the importance of the COTTON USA Mark which they can in turn explain to consumers. COTTON USA aims to increase the number of licensee brands by another three from a current total of 43 consisting of 25 clothing and bedding licensee brands and 18 textile factories. We also have targeted a total of COTTON USA hangtags on 7.7 million products altogether,” Mr. Kraipob concluded.
For further information, please contact Verve
Amoltep Augsorn (Teun) Tel: 0-2204-8509
Benjaphorn Banjerdgit (Ben) Tel: 0-2204-8551