Supply without buyers is just a warehouse problem. In 2015 the Better Cotton Initiative attacked the demand side head on: it rebuilt its tracking system, packed its events calendar and watched retailer and brand purchases more than double.
Highlights
The marquee achievement was technical. Buyers and sellers could now log Better Cotton transactions electronically through the Better Cotton Tracer, building a traceable record of volumes from field to store.
Training proved hugely popular. BCI ran a webinar series on the Tracer, staged outreach events in New York, San Francisco, Milan and Paris, and hosted supply chain sessions in China, India, Pakistan, Bangladesh and Türkiye.
Partnerships widened the funnel. Working with the Sustainable Apparel Coalition, BCI got Better Cotton written into the Higg Index Design and Development Module, so designers who specified it earned points toward their own sustainability targets. It also aligned with the UK's Sustainable Clothing Action Plan.
Membership growth
BCI smashed its membership target, closing 2015 with 706 members, 46 of them retailers and brands. Thirteen household names signed up during the year: Thomas Pink, Adler Modemärkte, Kathmandu, G-Star Raw, American Eagle Outfitters, Ann Inc., WE Fashion, Burberry, Ellos, C&A, Next, Williams-Sonoma and Marc Jacobs International.
Procurement growth
Retailer and brand members more than doubled their declared uptake in a single year, from 117,000 tonnes in 2014 to 251,000 tonnes in 2015.
Voices from the supply chain
"Our product used 5,000 tonnes of Better Cotton in 2014, and in 2015, we have already increased by 100% to 10,000 tonnes."
Marry Sun, Vice Director of Overseas Market, Huafu Top Dyed Melange Yarn Co., China
"As the largest trader within the Better Cotton Initiative system, being part of BCI has been key to helping us deliver on this approach."
Carl Peltzer, Commercial Lead Cotton UK, Cargill
"Since working with BCI, we have seen better supply chain management."
Malik Muhammad Aijaz Nazam Awan, Managing Director, M Nazam Industries, Pakistan
"The demand for larger volumes of Better Cotton from major brands is increasing."
S P Oswal, Vardhman Textiles Limited, India