The bricks-and-mortar installations will feature signage of actress and singer Hailee Steinfeld in on-trend cotton looks. The exhibition space will also include mannequins clad in cotton apparel inspired by the looks worn by Steinfeld and that are available from retailers within each of the properties.
Designed to encourage consumers to seek out cotton apparel, the “Find Your Favorite” promotion will launch in select malls beginning Saturday and includes a special gift-with-purchase for qualifying shoppers.
The Cotton Inc. Lifestyle Monitor Survey reveals that the majority of consumers prefer cotton over other fibers and assume that the apparel they are buying is actually made of cotton. The “Find Your Favorite” promotion aims to encourage consumers to check the fiber content label when shopping.
“We know consumers love cotton and we wanted to make it easy for them to find it, especially during the busy back-to-school season,” said Kim Kitchings, senior vice president of consumer marketing at Cotton Inc. “This promotion is a great way to show the versatility of cotton clothing — not only that it’s fashionable and trendy, but durable, easy to wear and easy to care for.”
Steinfeld will be featured in the photography and signage for the promotion, sporting cotton-rich ensembles to inspire Millennial consumers.
“There is an authenticity and a versatility to cotton that really speaks to me,” said Steinfeld. “It can be casual like a pair of jeans, empowering like workout gear or an amazing summer dress that’s empowering in a different way.”
Steinfeld will also make personal appearances at two locations — The Woodlands Mall in Woodlands, Tex., on July 30, from noon to 2 p.m., and the Glendale Galleria in Glendale, Calif., on Aug. 27, from 1 to 3 p.m.
Rebecca Graf, vice president of strategic partnerships at GGP, said collaborating with Cotton Inc. on the campaign was a natural fit for the company.
“As the owner of high-quality retail properties, we are always evolving and looking for new, innovative ways to deliver key brands and experiences that customers have come to expect from us,” Graf said.
During the promotion, shoppers will also receive a free cross-body bag when they spend $200 or more on cotton apparel at any store in the mall. To be eligible, each apparel item purchased must contain at least 50 percent cotton. The gift-with-purchase bags will be distributed on Saturdays and Sundays from noon to 6 p.m.
Cotton Inc. is funded by U.S. cotton producers and importers of cotton and cotton textile products, and conducts worldwide research and promotion activities to increase the demand for and profitability of cotton.