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USA: Supima - a recognized branded luxury cotton |
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2004-11-24
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Latest survey conducted by a leading men’s fashion and retail news magazine reveal that Supima has gained recognition as a luxury brand cotton for use in men’s fabrics.
The survey said that 50 percent of the respondents indicated use of Supima branded cotton with about 75 percent respondents associating ‘luxury’ and ‘soft’ specifically with Supima.
Respondents were questioned about their use of Supima, as well as their attitudes toward luxury segments of the market.
Interestingly, the survey revealed four dominant categories: knit golf shirts/resort wear (75 percent of respondents), woven shirting (63 percent), T-shirts (50 percent) and jeans (38 percent) by respondents when asked which lines in their collections have the most potential for Supima.
As for the importance of luxury segment in their business, 62 percent respondents said that it was while 75 percent said that segment of their business had increased over the last three years. None said that the luxury category was unimportant to him or her.
However, one question drew a unanimous positive response: "Are you currently looking for new ways to differentiate the products you offer?"
"What this survey tells us is that designers and retailers are looking more and more to Supima cotton for that difference," Buxton Midyette, Supima New York Marketing Director said.
"Consumers are actively looking for the Supima hangtag on the clothes they buy. The survey results only reinforce the positive feedback we are receiving directly from our retail and designer licensees: Supima is now, more than ever, an integral part of the mushrooming luxury segment of the market. That''s what Supima is — luxury cotton." |
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