Indonesia is Cotton USA’s fourth-largest market after China, Turkey and Mexico. Sales in Indonesia range between US$300 million and $600 million a year. This year, according to Cotton Council International (CCI), the export promotion arm of the National Cotton Council, a US industry association promoting the brand Cotton USA is eyeing a 3 percent increase in sales in Indonesia.
CCI Indonesian representative Andy Do said that the target would be achieved by approaching consumers directly to promote the products rather than only approaching businesses, as in the past.
As a clothing material, cotton is competing with cheaper synthetic materials like polyester. Andy said that the cotton market share in the raw material market fluctuated from time to time, depending on ever-changing market demand.
To strengthen its grip on Indonesia’s market, CCI held the first Cotton Day Indonesia, a series of business seminars and fashion shows, to increase awareness about its products among Indonesian consumers. The organization plans to hold it every year from now on. It held such events in Japan 15 years ago.
Indonesia imports cotton mostly from the US, Australia and Brazil.
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