TT313 Textile Fibers Semester Research Project

Presented by Haylie Payne, Seki Alamsiddiqa, & Emma Horowitz

Sustainably Farmed Cotton Sustainable solutions for a better tomorrow

What is Sustainably farmed Cotton?

Well first lets start off with cotton. Cotton is...

A staple fiber composed of varying lengths anywhere between 1in-1.6in, Made from the natural fibers of the cotton plant (genus Gossypium). This fiber is primarily composed of cellulose. It is mostly grown in places that have a lot of sun and its growing season is anywhere between 150-180 days

Importance of Sustainable Cotton Farming Positively impacts freshwater resources and the environment.

Promotes environmental and social sustainability.

Improved farming practices and efficiency, via reduced water consumption and pollution.

Uses for Cotton Apparel: T-shirts, jeans, dresses, sweats, intimates, etc.

Home textiles: Upholstery, curtains, rugs, pillows, bed linens, towels.

Cottonseed Oil: Byproduct used in salad dressing, margarine, makeup, soap, candles, etc.

Characteristics of Cotton Soft hand: Retains a soft feel.

Durability: Strong cellular structure.

Absorbency: Very absorbent due to the space between fibers.

Dyeability: Easily takes dye for a variety of colors.

Breathability: More breathable than synthetic fibers.

No Static Cling: Does not conduct electricity.

Types of Cotton Pima Cotton: Extra soft and extra long fibers, resistant to fading and tearing.

Egyptian Cotton: Similar to pima, grown in the Nile How is Sustainably Farmed Cotton Processed?

River Valley in Egypt.

Planting, harvesting, ginning, and processing fibers into Upland Cotton: Short fibers, about 90% of the world's yarn. total cotton production.

Then, cleaned, fluffed, and separated from dirt, seeds, and Organic Cotton: Grown without chemicals or lint at gins. genetically engineered plants.

After ginning, raw cotton is compressed, stored, and sent to textile mills for further production.

Fiber

Characteristics

Sustainably-farmed cotton

Good color retention, good drapability, breathable, soft hand, durable, absorbant

Organically-farmed cotton

Good color retention, good drapability, breathable, soft hand, durable, absorbant

Conventionally-farmed cotton

Good color retention, good drapability, breathable, soft hand, durable, absorbant

Flax

higher strength, low elasticity, absorbent

Hemp

higher stength, anti-microbial, breathable, absorbant

Rayon

Breathable, wicking properties, anti-bacterial, soft hand

Staple Length

1-2 inches

1-2 inches

1-2 inches

12-20 inches

Volume

Sustainability

Disadvantages

5.4 million tons in 2018

No pesticides, half the water of conventionallyfarmed cotton, GMO free, smaller yield

Expensive to produce, smaller yield, longer to grow

42,883 bales per year

No pesticides, half the water of conventionallyfarmed cotton, GMO free

Only follows standards for organic cotton that does not concern cultivation and farming practice issues

12.4 million bales per year

Synthetic pesticide usage, renewable and biodegradable material

Toxic chemicals in processing, pesticide usage,

3120 tons per year

Naturally resistant to pests, less water, more energy used to maintain fabric

Wrinkles easily, shrinks, expensive, shiny if ironed

Raw: 24-72 inches Processed: 4-6 inches

Low production and use in industry

Pesticide usage, carbon negative crop, short growing time

Wrinkles easily, harder to launder, legal issues, rougher hand, not versatile for apparel, expensive, low production

1.3 - 1.4 inches

High yield per square foot of land, high production

Pesticide usage, half of the water of conventionally farmed cotton, GMO free.

Toxic chemicals in processing

Market Segmentation Natural, recycled, and regenerated.

Largest revenue share in the global sustainable fabrics market.

Can be segmented into most textile markets and applications (home, commercial, apparel, medical, etc.)

Can be marketed to all ages, but especially Gen Z & millenials Consumers that emphasize apparel comfort and quality purposes.

Eco-conscious brands and retailers

Other 7.4%

Women 29.6%

Aged 18-29 17%

Urban dwellers 18.5%

Single women 27.4%

Target Market - Consumers The target market for sustainably farmed cotton is mostly younger people, overwhelmingly women, that live in urban area. On average, women are 19% more likely to buy a product because it is sustainable. 77% of sustainable shoppers are women, with 37% being single women. Individuals aged 18 to 29 are 23% more likely to shop sustainably, and urban dwellers are 25% more likely to follow suit.

Medical textiles 11.8%

High volume production 17.6%

Artisans 23.5%

Mills 47.1%

Target Market - Retailers and Brands The target market for sustainably farmed cotton amongst would likely be brands and companies which have consumers that align with the previous slide. This would include mills that are doing high-volume productions and also artisan spinners. These mills would likely supply eco-concious brands such as North Face, Patagonia, and LL Bean.

Sustainably-farmed cotton is also competitive for medical textiles. Since these products need to be discarded, using a sustainbly-grown fiber can reduce environmental impact.

Marketing Strategy Emphasize Quality and Durability: Highlight the longevity of sustainably farmed cotton products, reducing the need for frequent replacements and lowering environmental impact.

Partner with Sustainable Designers and Apparel Companies: Collaborate with brands and designers known for their focus on sustainability to promote and sell sustainably farmed cotton products.

Leverage Social Media Marketing: Utilize social media platforms to reach a diverse audience of consumers interested in ethical and environmentally friendly fashion.

Implement Educational Campaigns: Develop campaigns that educate consumers about the benefits of sustainable cotton farming practices, appealing to eco-conscious individuals.

Attend Trade Shows: Participate in trade shows to showcase our sustainably farmed cotton products, educating industry professionals about our brand and the advantages of partnering with us.

Marketing Tactics Price: $20.66/yrd Promotion: Trade shows, partnerships with sustainable brands and retailers, interactive informational content online, original research.

Place: US and European markets.

People: Buyers for sustainable brands and retailers, that target mostly Gen Z & Millenials who place an emphasis on sustainability when shopping.

1 Year Implementation Plan Phase 1: Research and Planning (Months 1-2) Conduct comprehensive research on sustainable cotton farming practices, including soil health management, water conservation, and biodiversity preservation.

Identify and engage with key stakeholders, including local farmers, agricultural experts, NGOs, and government agencies.

Develop a detailed project plan, including timelines, budget, and resource requirements.

Secure funding and necessary approvals for the project.

Phase 4: Expansion and Outreach (Months 7-8) Develop a strategy for expanding the sustainable farming program to other locations, taking into account local agricultural practices and environmental conditions.

Conduct outreach activities to raise awareness about sustainable farming practices among local communities and stakeholders.

Continue to monitor and evaluate the pilot program, collecting data on the environmental, social, and economic impacts of sustainable farming practices.

Phase 2: Pilot Program Development (Months 3-4) Select a suitable pilot location based on criteria such as soil quality, water availability, and community engagement.

Develop a detailed implementation plan for the pilot program, including specific sustainability practices to be implemented.

Conduct training sessions for local farmers on sustainable farming techniques, focusing on soil health, water management, and pest control.

Phase 3: Pilot Program Implementation (Months 5-6) Implement sustainable farming practices in the pilot location, including crop rotation, cover cropping, and reduced tillage.

Monitor and evaluate the progress of the pilot program, including soil health indicators, water usage, and crop yield.

Make adjustments to the implementation plan based on the pilot program's outcomes and feedback from farmers.

Phase 5: Scaling Up (Months 910) Scale up the sustainable farming program to additional locations, based on the success of the pilot program and stakeholder feedback.

Establish partnerships with other organizations, including NGOs, research institutions, and government agencies, to support scaling up efforts

Phase 6: Evaluation and Future Planning (Months 11-12) Conduct a comprehensive evaluation of the sustainable farming program, including its environmental, social, and economic impacts.

Identify areas for improvement and develop a plan for future expansion and sustainability.

Develop a long-term sustainability plan for the farmed cotton project, including strategies for maintaining soil health, conserving water resources, and enhancing biodiversity.

Metrics and KPIs key performance indicators

KPIS

Metrics

Increase in sales of sustainably farmed cotton products.

2. Level of consumer understanding and recognition of sustainably farmed cotton.

3.

Satisfaction levels among customers purchasing sustainably farmed cotton products.

4. Expansion of collaborations and alliances supporting sustainably farmed cotton.

5. Visibility and positive portrayal of sustainably farmed cotton in media.

1. Percentage of total cotton sales attributed to sustainably farmed cotton.

2. Percentage increase in consumer awareness of sustainable cotton.

3. Customer satisfaction score based on feedback and reviews.

4.

Number of new partnerships established with retailers, brands, and stakeholders.

5. Number of media features and positive narratives related to sustainable cotton initiatives.

1.

Annual Budget

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"Environmental Impact of Flax vs. Cotton." Linen Shed, 2022, https://linenshed.uk/blogs/news/environmental-impact-flax-vscotton#:~:text=Environmental%20impact%20of%20flax%20vs.,cotton%20%7C%20The%20battle&text=Indeed%2C%20flax%20is%20recyclable%20and,and%20pesticides%20to%20kill%20pests.

"The Difference Between Organic Cotton and Conventional Cotton." CALIDA, 2022, https://www.calida.com/en-WO/blog/The-differencebetween-organic-cotton-and-conventionalcotton/#:~:text=GM%20cotton%20is%20genetically%20modified,not%20completely%20free%20from%20them.

"Beginning Farmers." Farmers.gov, 2022, https://www.farmers.gov/your-business/beginning-farmers.

"What Is Preferred Cotton?" Sustain Fashion, 2022, https://sustainfashion.info/what-is-preferred-cotton/.

"Creating a Sustainable Cotton Industry: 3 Initiatives to Get You Started." World Favor, 2022, https://blog.worldfavor.com/creating-asustainable-cotton-industry-3-initiatives-to-get-you-started.

"Hemp Fabric vs. Cotton and Bamboo: How Sustainable Is It?" Sustainability Scout, 2022, https://sustainabilityscout.com/hemp-fabric-vscotton-and-bamboo-how-sustainable-is-it/.

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