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COTTON REVAMPS MARKETING GROUPS.

NEW YORK-Positioning itself to become more global and to more effectively reach what it calls "an increasingly discerning consumer," Cotton Incorporated is reorganizing and renaming its two marketing divisions.

Effective immediately, U.S. Marketing has become Consumer Marketing, and International Marketing is now known as Global Product Marketing.

"Our future success in achieving our mission -- to improve the demand and profitability for cotton through research and promotion -- requires us to identify the challenges facing cotton, organize our resources and effectively use the company's assets," said J. Berrye Worsham, Cotton Inc.'s president and chief executive officer.

The Consumer Marketing division, under the direction of Ira Livingston, senior vice president, includes Retail Marketing (formerly known as Retail Implementation), Fashion Marketing, The Cottonworks Fabric Library, and Marketing Services (which handles advertising and public relations). Livingston had been senior vice president, U.S. Marketing.

Under the restructuring, the duties of the Retail Marketing group have been expanded to include responsibility for all consumer advertising in international markets as well as in the U.S.

The Global Product Marketing division, overseen by Dean B. Turner, senior vice president, is based at Cotton Inc.'s Raleigh, N.C., headquarters. The group is responsible for working with mills, manufacturers and product specifiers in the U.S. This includes after-sale technical, information and fashion services. In addition, it will continue handling importer-support programs and marketing activities for the company's foreign offices. Turner had been senior vice president, International Marketing.

Worsham said the restructuring will help the company to better address the demands of the cotton-based textile industry.

"It's very important that we bring together, both physically and philosophically, our marketing and research areas," Worsham asserted. "This will allow us to meet the needs of our customers as we shift from a geographical focus to one that is more product and consumer oriented."

Corporate Development has been renamed Strategic Planning, reflecting the department's new role: conducting marketing and economic research and being involved in planning and program development. Fiber Processing Research has been renamed Fiber Management Research; it is now responsible for the company's Engineered Fiber Selection Cotton Management System and related fiber and yarn research.
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Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Jun 28, 1999
Words:358
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