Cotton Inc. links with Federated Charter Club
By Carole Sloan -- Home Textiles Today, 3/12/2001
NEW YORK -In a new major alliance with a retailer for promotion of its trademarked Seal of Cotton, Cotton Inc. has formed a joint licensing/marketing partnership with Federated Merchandising Group (FMG) for its Charter Club private brand.
Home textiles will be an important part of the program, which includes women's wear, intimates and men's Club Room apparel, all 100 percent cotton.
Cotton Inc. will be included in all of Charter Club's corporate sponsored national advertising for spring 2001, with a campaign that kicks off this month with four-color, full-page ads in Martha Stewart Living, Oprah, Redbook and Men's Health for March, April and May. A direct mail piece on all key cotton Charter Club items is planned for national distribution in May and will feature images from the national print ads along with cotton editorial. Home textiles, primarily towels to start, are represented in one-third of the newly launched ad campaign.
An aggressive public relations program is being executed, including a spokesperson who will provide consumers with lifestyle suggestions.
In-store graphics will integrate the Seal of Cotton on the selling floor in more than 300 Federated doors as well as being used on macys.com.
"We are looking forward to expanding our marketing alliance" with Federated in the fall 2001 and beyond, said Paula Rosario, director, retail marketing, Cotton Inc.
"FMG is excited to team with Cotton Inc. to implement a licensing and marketing program that ultimately aims to reach consumers and educate them about the benefits of cotton and the ease of using cotton products," said Nancy Slavin, FMG group vp, marketing.
