FEATURE
Consumer preferences for luxury boosts demand for U.S. Pima Cotton
Survey shows consumers seek Supima® brand

A recent nationwide survey of consumer trends underscores increasing emphasis by shoppers on quality fabrics in products from home furnishings to apparel, and on consumer desire for products with the Supima® cotton.
Details of the survey were released at the 5th U.S. Pima Industry Seminar held during Feb. 19-20, 2004. The seminar, which attracted cotton growers, processors and retailers, was organized by Supima, the promotional group for American Pima cotton growers whose product carries the Supima® brand.
The survey was conducted last fall by Supima in conjunction with House Beautiful magazine and its parent company, the Hearst Corporation. Subscribers to House Beautiful (circulation 850,000) were contacted by e-mail and invited to complete a survey on their purchasing habits and their opinions on product quality. More than 2,000 subscribers took their time to answer the survey.
Among the findings:
· 80% of respondents said they wanted to learn more about brands that use Supima® cotton.
· 72% said they viewed Supima® as a luxury brand.
· 84% said they wanted to see Supima® cotton in apparel products.
Supima® has a well-established reputation and consumer recognition in home fashions, and the survey indicates that the brand is gaining in consumer recognition and demand in apparel.
The survey underscored Supima® cotton's characteristics by ranking consumer preferences in fabrics, with softness and durability topping the list of importance in purchasing fabrics. Other preferences, in order, were color, thread count/price, fiber content and luster/sheen.
As findings of the survey were released at the Pima Industry Seminar, speakers from both the production and retail sectors agreed that American consumer trends are clearly toward the "new" luxury goods. As higher income consumers search for new ways to bring luxury into their lives, demand continues to increase for high quality fabrics.
Pima cotton is a generic name for extra-long staple (ELS) cotton grown in the U.S., Australia, Peru and in very limited production in a few other locations around the world. Pima, named for the Pima Indians of the American Southwest where much of the crop is grown, is a premium cotton because of its fineness and longer staple length, and is used to spin finer count yarns which can be knitted or woven into softer, finer and more luxurious fabrics.
The name "Pima" was given to the ELS cotton being grown in the Southwest U.S. in about 1910. It had previously been called American-Egyptian cotton but was renamed to honor the Pima Indians who were growing the cotton for the USDA in Sacaton, Arizona, where the government's Pima breeding program was being conducted.
Supima® Trademark
"Supima" is the trademark name used to promote and market textile and apparel products made with 100% American Pima cotton. Supima® provides licensing agreements to textile mills, manufacturers and retailers for the expressed purpose of promoting specific apparel and textile products in high-end retail outlets. Industry people often refer to American Pima cotton as Supima®cotton.
Supima®, the promotional group for American Pima cotton growers, has launched a new print media advertising campaign focusing on Pima cotton's key role in luxury fabrics for home and apparel.
Supima® - the luxury of colour
The new campaign - "Supima®: The Luxury of Color" - will appear in consumer and trade magazines in the months ahead as Pima cotton increases its position in premium cottons.
Speakers at the seminar from both the production and retail sectors agreed that American consumer trends are clearly toward the "new" luxury goods. As higher income consumers search for new ways to bring luxury into their lives, demand continues to increase for high-quality fabrics.
Discussing the role high-quality cottons such as U.S. Pima play in shaping consumer-buying decisions, Supima® Marketing Director Buxton Midyette told participants at the conference that "luxury is the healthiest and fastest growing sector of the retail market."
Supima® focused on home fashion and apparel, with bright, bold colors currently in fashion.
Supima® has a well-established reputation and consumer recognition in home fashions, and is gaining in brand recognition and demand in apparel.