By Zhao Zihan

COTTON USA showed the global home textile industry WHATS NEW IN COTTON？， including five new innovative technologies to drive sales growth， at its booth at Intertextile Shanghai Home Textiles， from 14 – 16 March， 2018.

“Innovation is one reason that COTTON USA has become the cotton the world trusts，” Karin Malmstrom， Director， China & Northeast Asia of CCI said.“At Intertextile Home show， our groundbreaking WHATS NEW IN COTTON？ section is showcasing innovative technologies that will inspire brands with new ideas for cotton and cotton blended fabrics. The objective is to inspire everyone in the textile business to think about the many opportunities in U.S. cotton.”

According to Karin， around the concept of“WHATS NEW IN COTTON？”， the contents of this exhibition were relatively rich， and attracted many guests to the booth for consultation and discussion. The main reason was that the guests believed that they would really find new creative ideas here. This concept was first introduced in China in the autumn of October last year. The highlight is cooperation with a series of technology companies. There are five technology companies exhibited this year. The products created with“high-quality” American cotton and various functions are very popular with customers. “At the same time， we are also looking for new partners with innovative technologies and continue to enrich the function of our products. In the following， COTTON DAY will be held in Beijing and Shanghai respectively， and we will introduce new partners to our customers.”

“For COTTON USAs choice of partner， the most important thing is that it must be environment-friendly， and secondly， the technology must be really innovative to meet the needs of various functions. We have just signed a contract with a Chinese company which developed a kind of new printing technology that can replace dyeing without any water use throughout the whole printing process， achieving zeropollution. Its amazing！ For me， to be able to reach cooperation， Im really excited because I also want to contribute to environmental protection. The technology has just been launched and has not yet been widely used. That company will join us in the following exhibitions.”

COTTON USA invited attendees to visit the booth to learn about its collaboration with leading brands and retailers around the world， as well as how to license the COTTON USA？ Mark， which quantitative consumer research proves is of high value to consumers and can drive both preference and higher prices.

Karin told the reporter that when some big retailers came to purchase， they preferred the use of American cotton as a raw material， together with various technologies， to produce a variety of products with different functionalities， which they believe will increase their market competition. The fabrics of home textile samples brought to the exhibition this time can also be used to make garments， and in the future， they will bring more functional fabrics that can be used to make garments.

Additionally， COTTON USA also highlighted U.S. cottons sustainability， quality， transparency and premium value， as well as the findings of current market and consumer studies and its ongoing Sourcing Programs that match U.S. cotton buyers and suppliers throughout the supply chain.

“At COTTON USA， were dedicated to providing the entire supply chain with networking opportunities， ongoing education， and the latest research and technological innovations，” Karin added. “Its a part of the premium value we are proud to offer to the entire industry.”