Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric

Geoffrey Precourt

This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants.

Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric

Geoffrey PrecourtWarc

In September 2013, in the middle of New York City – at the peak time of that city's Fashion Week – a parade of mannequins interrupted the carefully scripted annual fashionista celebration. "Wear Cotton. Or Wear Nothing At All," the march of naked plastic bodies announced.

It was a bold, aggressive assault on an industry that had stepped away from quality materials even as it marched to a series of stylistic trends. And, according to Cotton Incorporated, the not-for-profit trade organization, the assembly...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands