Cotton Incorporated

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CONSUMER MARKETING: THE ROLE OF CONSUMER MARKETING IS TO KEEP COTTON TOP OF MIND AMONG CONSUMERS AND TO HELP EASE THE CONSUMER JOURNEY TO FINDING AND PURCHASING COTTON PRODUCTS. THIS IS DONE BY EMPHASIZING THE KEY ATTRIBUTES OF COTTON THROUGH A VARIETY OF ACTIVITIES SUCH AS: TELEVISION COMMERCIALS; DIGITAL PARTNERSHIPS; SOCIAL MEDIA; WEBSITE ENGAGEMENT; ON WWW.THEFABRICOFOURLIVES.COM, PURSUING SEAL OF COTTON COLLABORATIONS WITH RETAILERS AND BRANDS; RETAIL EVENTS; POP-UP STORES, AND THE BLUE JEANS GO GREEN PROMOTIONS. IN 2021, COTTON INCORPORATED LAUNCHED ITS NEW CAMPAIGN "YOUR COTTON, YOUR WAY" TARGETED TO ADULTS AGES 18 TO 49, WITH A FEMALE SKEW. "YOUR COTTON, YOUR WAY" AIMS TO HIGHLIGHT THE COMFORT OF COTTON, THE CONFIDENCE IT PROVIDES, AND REINFORCE THE FABRIC OF OUR LIVES MESSAGE. THE CAMPAIGN COMES TO LIFE IN A MODERN, MEMORABLE WAY BY FEATURING CHARACTERS WHO SHARE HOW COTTON IS THE FABRIC OF THEIR LIVES WHILE POPULAR MUSICIAN, CARNIE WILSON, ACCOMPANIES ON THE PIANO. THIS CAMPAIGN IS MEANT TO REINVIGORATE AND ADD A MODERN DIMENSION TO THE ORIGINAL, THE FABRIC OF OUR LIVES JINGLE WHICH IS THE CORNERSTONE OF THE CAMPAIGN. THIS 360 EFFORT REACHES CONSUMERS THROUGH TELEVISION, STREAMING VIDEO, DIGITAL MEDIA, SEARCH ENGINE MARKETING, AND SOCIAL MEDIA, INCLUDING THE LAUNCH OF COTTON'S TIKTOK CHANNEL. BY CREATING AN EMOTIONAL CONNECTION AND IMPROVING BRAND HEALTH, THE CAMPAIGN AIMS TO DRIVE AWARENESS OF THE BENEFITS OF COTTON AND INCREASE DESIRABILITY AMONG CONSUMERS. THE PRIMARY OBJECTIVE FOR THE FIRST YEAR OF THE CAMPAIGN IS TO DELIVER REACH TO DRIVE AWARENESS. WITH THE LAUNCH OF THE NEW CREATIVE, THE STRATEGIC PRIORITY IN MEDIA IS TO PRODUCE SCALABLE PROGRAMS TO DRIVE CAMPAIGN AWARENESS. THIS PRIORITY HAS SHIFTED FROM THE HEAVY CUSTOM CONTENT FOCUS IN 2020 WHEN THE CAMPAIGN "LIFE IS UNCOMFORTABLE" WAS IN ITS THIRD YEAR. ANOTHER KEY OBJECTIVE FOR THE CAMPAIGN IS TO EDUCATE AND ENGAGE CONSUMERS. THOUGH THERE IS A DECREASED EMPHASIS ON CUSTOM CONTENT PROGRAMS, THE DEPARTMENT CONTINUES ITS SUSTAINABILITY AND HEALTH & WELLNESS INITIATIVES BY DEVELOPING A ROBUST AND CUSTOMIZED DIGITAL CONTENT PLAN ACROSS A VARIETY OF DIGITAL PLATFORMS. THE DEPARTMENT HAS PARTNERED WITH KEY LEADERS IN THESE SPACES TO CREATE EXPERIENCES SUCH AS INFOGRAPHICS, PODCASTS, AND ARTICLES TO EDUCATE CONSUMERS. THIS WILL DRIVE CONSIDERATION AND HIGHLIGHT COTTON'S KEY BENEFIT MESSAGING VIA ENGAGING EXPERIENCES ONLINE. YOUTH MARKETING EFFORTS CONTINUED WITH SUSTAINABILITY FOCUSED CURRICULUM AIMED TOWARDS 4TH-6TH GRADERS AND 5TH-8TH GRADERS WITH EDUCATIONAL OUTREACH FROM YOUNG MINDS INSPIRED. ADDITIONALLY, SOCIAL MEDIA PIECES WITH SNAPCHAT AND TIK TOK FOCUSED ON SUSTAINABILITY TO TARGET THE GENZ AUDIENCE. THE DEPARTMENT ALSO INTRODUCED A TEST AND LEARN INTO THE GAMING SPACE WITH CUSTOMIZED VIDEO CONTENT AS WELL AS DIGITAL ANIMATED AND STATIC PIECES THAT COMBINED PIECES FROM THE "YOUR COTTON, YOUR WAY" CAMPAIGN TO BRING THE COTTON STORY INTO THIS FAST-GROWING DIGITAL SPACE. ADVERTISING CONTINUES TO SUPPORT BRAND PARTNERSHIP INITIATIVES WITH ADVERTISING SUPPORT THROUGH ORGANIC SOCIAL MEDIA, PAID SOCIAL MEDIA, THEFABRICOFOURLIVES.COM WEBSITE EFFORTS, AND DIGITAL PROGRAMMING. WORKING WITH THE OTHER DEPARTMENTS WITHIN CONSUMER MARKETING, THE ADVERTISING DEPARTMENT ALSO SUPPORTED WORLD COTTON DAY WITH ORGANIC SOCIAL MEDIA, THEFABRICOFOURLIVES.COM NEWS STORY, DIGITAL TAKEOVERS WITH WHO WHAT WEAR AND MINDBODYGREEN, PAID SOCIAL MEDIA WITH SNAPCHAT AND AN EBLAST WITH YOUNG MINDS INSPIRED TO OUR YOUTH TARGET. ADDITIONALLY, CORPORATE BRANDING LAUNCHED IN JANUARY, IN PRINT AND ONLINE, TO REACH TEXTILE AND DAIRY TRADE, INCLUDING PROMOTION OF THE BLUE JEANS GO GREEN DENIM RECYCLING PROGRAM AND 84 ADS INCLUSIVE OF PRINT, DIGITAL, AND SOCIAL ACROSS THE MACROTRADE COTTON LEADS PLATFORM AND EFFORTS IN CHINA. IN THE SECOND QUARTER, CORPORATE BRANDING TOOK ADVANTAGE OF AN ADDED VALUE, LINKEDIN BRAND LIFT STUDY, TO GAIN INSIGHT INTO TARGET AND CONTENT, THIS EFFORT DROVE A +3.74 ABSOLUTE BRAND LIFT. FOR THE FULL YEAR 2021, THE CORPORATE COMMUNICATIONS DEPARTMENT ESTIMATES THERE HAVE BEEN NEARLY 4,700 (4,696) NEWS ITEMS ABOUT THE COMPANY AND ITS ACTIVITIES, REPRESENTING AN ESTIMATED AUDIENCE OF 33.44 BILLION, AND AN ADVERTISING VALUE OF $1.4M. NOTABLE AMONG THE CORPORATE COMMUNICATIONS DEPARTMENT ACCOMPLISHMENTS WERE ACTIVITIES SUPPORTING COTTON SUSTAINABILITY MESSAGES SUCH AS THE RELAUNCH OF THE COTTONTODAY WEBSITE; AS WELL AS SUPPORT OF THE CORPORATE STRATEGY & INSIGHTS (CSI) DEPARTMENT AND ITS CONSUMER AND RETAIL TRENDS DATA; THE PROMOTION OF WORLD COTTON DAY; AND CONSUMER-FACING CORPORATE INITIATIVES SUCH AS THE BLUE JEANS GO GREENT DENIM RECYCLING PROGRAM. 2021 BEGAN WITH THE BRAND PARTNERSHIPS (BP) TEAM PLANNING CONSUMER-FACING RETAIL PROGRAMS AND CONTINUING PROMOTION, COLLECTION, AND DISTRIBUTION ACTIVITIES FOR THE BLUE JEANS GO GREEN DENIM RECYCLING PROGRAM. DENIM RECYCLING CONTINUED TO BE WELL RECEIVED AND GENERATED STRONG PARTICIPATION THROUGHOUT 2021. ALL THROUGHOUT THE YEAR, BRANDS, RETAILERS, EDUCATIONAL INSTITUTIONS, ENDEMIC AND NON-ENDEMIC BUSINESSES AND ORGANIZATIONS, AND INDIVIDUALS PARTICIPATED IN THE BLUE JEANS GO GREEN PROGRAM. VISITORS CONTINUED TO SEEK OUT INFORMATION ON BLUEJEANSGOGREEN.ORG WITH THE RECYCLE DENIM PAGE CONTINUING TO REMAIN THE MOST TRAFFICKED PAGE ACROSS THE SITE, AND THE DEPARTMENT LAUNCHED A DEDICATED SOCIAL HANDLE ON INSTAGRAM TO ENGAGE DIRECTLY WITH DENIM RECYCLING FANS. WHILE THE DEPARTMENT CONTINUED TO HOLD OFF ON ONSITE COLLEGE COLLECTION, THE DEPARTMENT WAS ABLE TO TARGET THIS DEMOGRAPHIC AS WELL AS YOUNGER STUDENTS THROUGH EDUCATIONAL PROGRAMS THROUGHOUT THE YEAR. THE DEPARTMENT WAS ALSO ABLE TO DISTRIBUTE INSULATION AND PLAN FOR NEW OPPORTUNITIES FOR INSULATING MATERIAL DISTRIBUTION IN 2022. THE DEPARTMENT CONTINUED TO MAKE A STRONG IMPRESSION AND IMPACT FOR COTTON SUSTAINABILITY WITH THE BLUE JEANS GO GREEN PROGRAM. NEARLY 300,000 PIECES OF DENIM WERE COLLECTED IN 2021 RESULTING IN DIVERTING APPROXIMATELY 150 TONS OF DENIM TEXTILE WASTE FROM LANDFILLS. THE YEAR BEGAN WITH EXCITING NEW RETAIL PROGRAMS FOR STRATEGIC AND RETAIL PARTNERSHIPS ALONG WITH COLLECTION AND DISTRIBUTION ACTIVITIES FOR THE BLUE JEANS GO GREEN PROGRAM. IN ADDITION TO RETURNING RETAIL PROGRAM PARTICIPANTS LIKE ARIAT AND MADEWELL, OTHER RETAILERS, INDIVIDUALS, AND ORGANIZATIONS ACROSS THE COUNTRY GOT INVOLVED IN DENIM RECYCLING AS WELL. ADDITIONALLY, THE BRAND PARTNERSHIPS DEPARTMENT WORKED WITH RETAILERS GOOD AMERICAN, SOMETHING NAVY, VERA BRADLEY, AND INTERMIX FOR THE FIRST TIME. RETURNING PARTNER, REVOLVE, EXPANDED ITS OPPORTUNITIES WITH COTTON TO INCLUDE ITS MEN'S AND DESIGNER PLATFORMS. THE SMALL BUSINESS PROGRAM ALSO RELAUNCHED THIS YEAR TO INCLUDE FOUR RETAIL PARTNERS. IN 2021 CORPORATE STRATEGY & INSIGHTS (CSI) LED EFFORTS TO IDENTIFY OPPORTUNITIES AND THREATS FOR COTTON USING MARKET INTELLIGENCE, INCLUDING ONGOING RESEARCH OF U.S. CONSUMERS' ATTITUDES FROM THE LIFESTYLE MONITOR SURVEY, ASSESSMENTS OF COTTON'S SHARE AT RETAIL THROUGH THE RETAIL MONITORT STUDY, AND GLOBAL MARKET AND ECONOMIC RESEARCH AND ANALYSIS. CSI PROVIDED OVER 170 INFORMATION REQUESTS; PARTICIPATED IN OVER 60 MEETINGS AND PRESENTATIONS; AUTHORED 190 PUBLICATIONS, VIDEOS, T.V./RADIO SEGMENTS, AND PODCASTS; AND WORKED ON MORE THAN 35 PROJECTS. WORK COMPLETED IN 2021 INCLUDES, BUT IS NOT LIMITED TO: THE COLLECTION AND EXAMINATION OF DATA ON MORE THAN 12M PRODUCTS OFFERED AT RETAIL IN THE U.S. AND CHINA; THE EVALUATION OF OVER 25K U.S. AND 50K GLOBAL CONSUMERS; THE UPDATE OF A COMPREHENSIVE DATABASE OF MONTHLY APPAREL AND HOME FURNISHING IMPORTS TO ASSESS SOURCING PATTERNS AND TARIFF IMPACTS; THE MANAGEMENT AND ANALYSIS OF GLOBAL QUANTITATIVE RESEARCH IN CHINA; THE MANAGEMENT OF COTTON INCORPORATED'S BRAND TRACKING METRICS; AND THE DELIVERY OF CONSUMER AND ECONOMIC OUTLOOK PRESENTATIONS.

AGRICULTURAL RESEARCH: THE AGRICULTURAL RESEARCH PROGRAM IS COMPRISED OF THE AGRICULTURAL AND ENVIRONMENTAL RESEARCH DIVISION (AERD) AND THE SUSTAINABILITY DIVISION. BOTH THE CHALLENGES AND OPPORTUNITIES IN U.S. COTTON PRODUCTION ARE RAPIDLY CHANGING. WHILE DEMAND AND PRICE HAVE IMPROVED, THE THREATS TO PROFITABILITY FROM WEATHER, INPUT COSTS, AND AVAILABILITY HAVE WORSENED. REMARKABLY, SEVERAL KEY WEED, INSECT, AND DISEASE CHALLENGES TO COTTON PROFITABILITY HAVE BEEN LARGELY MANAGED, AT LEAST IN THE SHORT-TERM, BUT THERE REMAIN SEVERE LONG-TERM THREATS. THIS UNCERTAINTY IN COTTON PRODUCTION EXPANDS THE NEED FOR RESEARCH ON MULTIPLE FRONTS AND ACCESS TO ACCURATE AND TIMELY INFORMATION. COTTON INCORPORATED IS THE LARGEST SUPPORTER OF BOTH COTTON SCIENTISTS AND EXTENSION SPECIALISTS TO MEET THE NEEDS OF COTTON GROWERS. AERD'S MISSION IS TO IMPROVE THE PROFITABILITY OF U.S. COTTON PRODUCTION USING INTERNAL EXPERTISE AND EXTERNAL COLLABORATORS, WORKING IN TEAMS TO DEVELOP INNOVATIONS, NEW KNOWLEDGE, AND PRODUCTION TOOLS THAT IMPACT YIELD GROWTH, CROP VALUE (SEED AND LINT), AND PRODUCTION EFFICIENCY. AERD ALSO WORKS TO INCREASE THE DEMAND FOR COTTON WITH FIBER QUALITY ENHANCEMENT, CO-PRODUCT VALUE, AND SUPPORT OF THE SUSTAINABILITY DIVISION GOALS. RESEARCH AND EXTENSION COLLABORATORS ARE ALMOST ENTIRELY EMPLOYED AT PUBLIC INSTITUTIONS WHERE COTTON INCORPORATED RESOURCES ARE LEVERAGED WITH OTHER FUNDS FOR THE DIRECT BENEFIT OF PRODUCERS ACROSS COTTON'S BROAD NATIONAL GEOGRAPHY. A RECENT EXAMPLE OF THIS LEVERAGING IS THE 2021 SUCCESS IN THE JOINT COTTON BOARD AND NIFA FUNDING WHERE $900,000 OF GROWER INVESTMENT WAS LEVERAGED INTO $3,300,000 FUNDING FOR COTTON PRODUCTION RESEARCH ACROSS SIX KEY CHALLENGES AND OPPORTUNITIES. THE SUSTAINABILITY DIVISION'S MAIN OBJECTIVE, TO IMPROVE THE COTTON INDUSTRY'S SUSTAINABILITY REPUTATION, IS BEING ACCOMPLISHED THROUGH FIVE FOCUS AREAS: 1) SUSTAINABLE COTTON PRODUCTION GOALS AND THE U.S. COTTON TRUST PROTOCOL, 2) RESEARCH ON MICROPLASTICS AND COTTON BIODEGRADATION, 3) SUSTAINABILITY ASSESSMENTS, 4) ENGAGEMENT AND LEADERSHIP IN NON-GOVERNMENTAL (NGO) SUSTAINABILITY ORGANIZATIONS, AND 5) COTTON SUSTAINABILITY COMMUNICATIONS. DELIVERING ON OBJECTIVES WITHIN THESE FIVE MAJOR PROJECT CATEGORIES REVEALS COTTON AS A STRONG, TRUSTWORTHY, AND COMPETITIVE SUSTAINABILITY BRAND TO THE ENTIRE SUPPLY CHAIN. TO REACH THE U.S TEN-YEAR SUSTAINABILITY GOALS, THE U.S. COTTON TRUST PROTOCOL (CTP), FIELD TO MARKET, AND THE COTTON LEADS PROGRAMS ARE KEY FOR THE SUSTAINABILITY DIVISION'S EFFORTS TO REDUCE THE ENVIRONMENTAL FOOTPRINT OF COTTON PRODUCTION, TO PROVIDE METRICS FOR MEASUREMENT, AND TO COMMUNICATE TO THE SUPPLY CHAIN. IN 2021, THE DIVISION PROVIDED TECHNICAL SUPPORT AND LEADERSHIP TO THE CTP AND FOCUSED ON EFFORTS TO ENHANCE AND STREAMLINE THE GROWER ENROLLMENT EXPERIENCE. FOR EXAMPLE, THE FULL INTEGRATION OF THE FIELDPRINT CALCULATOR, THE FIELD TO MARKET MEASUREMENT PLATFORM, INTO THE CTP PLATFORM HAS MADE ENROLLMENT EASIER FOR THE GROWER. THE SUSTAINABILITY DIVISION ALSO SUPPORTED PILOTS TO CONNECT THE CTP TO OTHER COMMONLY USED AGRICULTURE SOFTWARE TO STREAMLINE THE CTP DATA COLLECTION PROCESS AND TO IMPROVE THE ACCURACY OF COLLECTED DATA. BY SERVING ON THE METRICS, VERIFICATION, AND EDUCATION AND OUTREACH COMMITTEES WITHIN FIELD TO MARKET, THE DIVISION'S STAFF NOT ONLY HELPED TO LEAD THIS FLAGSHIP COMMODITY ORGANIZATION BUT ENSURED THAT THE FIELDPRINT CALCULATOR REMAINS A RELEVANT AND USEFUL TOOL FOR COTTON. AS AN EXPERT AND INFORMATION PROVIDER TO THE COTTON LEADS PLATFORM, THE DIVISION SHARED VITAL PROGRESS WITH THE BRANDS, RETAILERS, AND MANUFACTURERS WHO NEED DATA TO BOOST COTTON CONSUMPTION. THE SUSTAINABILITY DIVISION HAS CONTINUED MICROFIBER AND MICROPLASTIC DEGRADATION AND IMPACT RESEARCH IN CONJUNCTION WITH THE PRODUCT DEVELOPMENT AND IMPLEMENTATION (PDI) DIVISION. MARINE HEALTH STUDIES WERE CONDUCTED TO QUANTIFY THE IMPACTS OF MICROFIBERS ON AQUATIC LIFE OUTCOMES. PREVIOUS WORK ON LAUNDERING RELEASE AND MICROFIBER IDENTIFICATION HAS BEEN EXTENDED BY OTHER MICROFIBER RESEARCH COOPERATORS, WHILE BIODEGRADATION IN NEW CONDITIONS AND MODELING OF DEGRADATION WAS COMPLETED WITH EXISTING RESEARCH COOPERATORS. ADDITIONALLY, RESEARCH WAS SUPPORTED TO CREATE LIFE CYCLE ASSESSMENT METHODS TO QUANTIFY PLASTIC POLLUTION IMPACTS THAT OCCUR FROM SYNTHETIC MICROFIBER SHEDDING FROM APPAREL. METRICS ON PLASTIC POLLUTION WILL EVENTUALLY PROVIDE A MORE COMPLETE PERSPECTIVE OF THE ENVIRONMENTAL IMPACTS OF SYNTHETIC AND NATURAL FIBERS. EXPANDING THE DIVISION'S ACTIVITIES INTO THE STANDARDS ARENA HAS PROVIDED A NEW AVENUE FOR INFLUENCING AND LEADING THE CONVERSATION ABOUT COTTON AND SUSTAINABILITY, ESPECIALLY WITHIN THE CIRCULAR ECONOMY. WORKING WITH THE AGRICULTURE AND ENVIRONMENTAL RESEARCH (AERD) AND PDI DIVISIONS, SUSTAINABILITY IMPLEMENTED STRATEGIES TO INCREASE SUSTAINABLE COTTON AND TEXTILE PRODUCTION. IN COORDINATION WITH THE CONSUMER MARKETING AND GLOBAL SUPPLY CHAIN MARKETING DIVISIONS, COMMUNICATING SUSTAINABILITY MESSAGES WAS ACCOMPLISHED THROUGH ONLINE EDUCATIONAL WEBINARS AND CONTINUED REDEVELOPMENT OF THE COTTONTODAY WEBSITE. THE SUSTAINABILITY DIVISION INCREASED THE VISIBILITY OF COTTON INCORPORATED AS A LEADER IN SUSTAINABILITY AND GAINED IMPORTANT ROLES IN SUSTAINABILITY ORGANIZATIONS THAT CREATE TOOLS AND METRICS TO JUDGE THE SUSTAINABILITY OF COTTON.

GLOBAL SUPPLY CHAIN MARKETING: THE GLOBAL SUPPLY CHAIN MARKETING (GSCM) DIVISION IS RESPONSIBLE FOR ALL ASPECTS OF COMMUNICATION AND MARKETING TO THE COMPANIES AND ORGANIZATIONS IN THE SUPPLY CHAIN-THOSE RESPONSIBLE FOR MANUFACTURING, SOURCING, AND MARKETING FIBER PRODUCTS SUCH AS APPAREL, HOME TEXTILES, AND NONWOVENS PRODUCTS. AN IMPORTANT TACTIC FOR MAINTAINING A GLOBAL PRESENCE FOR COTTON IS THROUGH DIRECT ACCOUNT INTERACTION WITH MILLS, MANUFACTURERS, BRANDS, AND RETAILERS FOR THE APPAREL, NONWOVENS, AND HOME PRODUCTS MARKETS. GSCM STAFF FOCUS THEIR EFFORTS ON INFLUENCING MAJOR BRANDS AND RETAILERS THROUGH COORDINATION OF VARIOUS COMPANY RESOURCES, WITH THE GOAL OF INFLUENCING THE USE OF COTTON VERSUS OTHER FIBERS. DURING 2021, GSCM STAFF CONDUCTED MORE THAN 517 MEETINGS WITH COMPANIES IN THE MANUFACTURING SUPPLY CHAIN, INCLUDING KEY BRAND AND RETAILER ACCOUNTS. THE GSCM DIVISION IS RESPONSIBLE FOR MESSAGING TO THE TRADE. IN 2021, CONSISTENT MESSAGING AND IMAGERY WAS IMPLEMENTED THROUGHOUT, INCLUDING TRADESHOWS, TRADESHOW PROMOTIONAL ITEMS AND OUTLETS, AND OTHER PUBLICATIONS. NUMEROUS DIFFERENT PRINT AND DIGITAL ASSETS WERE CREATED TO FOCUS ON MULTIPLE MESSAGES IN THE MOST EFFECTIVE PLATFORMS FOR THE APPAREL, HOME, AND NONWOVENS MARKETS. MESSAGES FOCUSED ON THE COTTONWORKS WEBSITE PLATFORM AS A LEADING RESOURCE FOR COTTON, PERFORMANCE, DENIM, DIGITAL FABRICS, SUSTAINABILITY, AND CIRCULARITY. PUBLICATION CHANNELS INCLUDED TEXTILE INSIGHT, WSA, ECOTEXTILE NEWS, SOURCING JOURNAL, AND TRADESHOW MAGAZINES AND WEBSITES. IN 2021, THE GSCM DIVISION DEVELOPED CONTENT AND MATERIALS TO ADDRESS SOURCING COTTON ISSUES OUT OF CHINA. A PLETHORA OF CONTENT WAS POSTED TO THE COTTONWORKS WEBSITE INCLUDING PODCASTS ON COTTON FLOW OUT OF CHINA, TECHNOLOGY CONSIDERATIONS, AND GENERAL FACTS ABOUT SOURCING COTTON. TWO WEBINARS WERE HELD ON THE IMPORTANT TOPIC. ADDITIONALLY, CIRCULARITY CONTINUES TO BE AN IMPORTANT TOPIC FOR THE INDUSTRY. DEFINITIONS AND DIAGRAMS ARE USED THROUGHOUT THE DIVISION'S MARKETING MATERIALS. THERE HAS BEEN A RENEWED INTEREST IN INFORMATION AROUND YARN SOURCING AND MANUFACTURING, MOST LIKELY AS A RESULT OF SHORTAGES DUE TO THE PANDEMIC. IN ITS EIGHTH YEAR, THE COTTON LEADS PROGRAM CONTINUES TO EDUCATE AND INFORM RETAILERS, BRANDS, AND MANUFACTURERS WORLDWIDE ABOUT RESPONSIBLE U.S. COTTON PRODUCTION. COTTON INCORPORATED PARTICIPATES IN THIS PROGRAM WITH THE NATIONAL COTTON COUNCIL OF AMERICA, THE COTTON FOUNDATION, COTTON AUSTRALIA, AND COTTON COUNCIL INTERNATIONAL. THE PROGRAM REACHED 696 PARTNERS BY YEAR END. FOUR PARTNER POST NEWSLETTERS WENT OUT TO PARTNERS IN FIVE LANGUAGES IN 2021. A NEW PARTNER ENGAGEMENT KIT WAS CREATED TO ENABLE PARTNERS TO BETTER COMMUNICATE THEIR PARTNERSHIP WITHIN THEIR SUPPLY CHAINS AND THROUGH CONSUMER FACING HANGTAGS AND POINT OF SALE PROGRAMS. FASHION MARKETING (FM) CONTINUED TO PRESENT FALL/WINTER 2022/2023 TO CLIENTS BOTH DOMESTICALLY AND INTERNATIONALLY. AT THE SAME TIME, FM FINISHED PRODUCTION OF THE UPCOMING SEASON, AND BEGAN PRESENTATION OF SPRING/SUMMER 2023, DENIM 2022/2023, AND ACTIVE 2023/2024. AN ACTIVE PREVIEW WAS ALSO PRODUCED FOR CLIENTS WORKING FURTHER AHEAD OF THE SEASON. EVERY COMPONENT OF THE COMPREHENSIVE PRESENTATIONS WAS COMPLETED; INTERACTIVE PRESENTATIONS, ALL MICRO-SITES, SWATCH PACKETS, AND COLOR CARDS (DIGITAL AND PHYSICAL VERSIONS). FM PRODUCED SMALL QUANTITIES OF PHYSICAL COLOR CARDS FOR CLIENTS THAT WANTED/REQUESTED ADDITIONAL INFORMATION. THE GSCM DIVISION MANAGES THE IMPORTER SUPPORT PROGRAM (ISP), WHICH PROVIDES PROGRAMS THAT MEET THE MISSION OF COTTON INCORPORATED AND SPECIFICALLY BENEFIT THE IMPORTER SEGMENT OF THE SUPPLY CHAIN. THE COTTONWORKS SITE IS THE MAIN MARKETING PLATFORM OF THE GLOBAL SUPPLY CHAIN DIVISION AND IS SUPPORTED BY THE ISP PROGRAM.THE COTTONWORKS PLATFORM INCLUDES TECHNICAL EDUCATION WORKSHOPS, WEBINARS, EDUCATION FOR EMERGING PROFESSIONALS, EVENTS SUCH AS THE FARM TOURS, AND NUMEROUS OTHER ACTIVITIES TO INCREASE AND SUPPORT THE USE OF COTTON IN PRODUCTS. FIFTY-FIVE TECHNICAL EDUCATION WORKSHOPS WERE HELD IN 2021 WITH OVER 830 ATTENDEES. SEVEN WORKSHOPS WERE HELD IN PERSON IN THE LATTER PORTION OF THE YEAR. SEVERAL NEW WORKSHOPS WERE INTRODUCED: TARIFF ENGINEERING, LAB DIPS, AND INTRODUCTION TO DIGITAL PROTOTYPING. THE PURPOSE OF THESE WORKSHOPS WAS TO PROVIDE DETAILED TECHNICAL INFORMATION AND TRAINING ON RELEVANT TOPICS IMPORTANT FOR COTTON.