The objective of proposing Organic Cotton in the Athleisure market is to integrate organic cotton as a staple fiber in the newly formed Athleirsure market. The first step of beginning the process of integration would be to raise public awareness, which will develop a positive perception of the fiber. By developing a positive perception this increases the need for organic cotton in the Athleisure market, resulting in the cotton industry capitalizing on market share in this critical and fast growing market. Ways to develop competitveness in this market segment will be through research. Researching what other fabrics and fibers complement organic cotton will develop many different avenues organic cotton can be used in. Thus creating a positive perception of organic cotton in athleisure market.The outcomes we expect to receive are changing the way consumers view organic cotton and an increased use of organic cotton in the Athleisure market.
The objective of this proposal, is to raise public awareness of organic cotton. By raising public awareness of Organic Cotton consumers perception of organic cotton will take a turn in a more positive direction. Once consumers see the benefits of organic cotton in the athlesure market in particular it will not only be expected, but demanded to be integrateed into the Athleisure market. We believe that taking a research approach will give us the best outcomes to achieve our objectives. By conducting research we will be able to distinguish which fibers work best best with organic cotton and even compliment one another. This reseach will eventually achieve maximum performance of organic cotton and positive consumer expectations in the Athleisure market.