At the show, Midyette said he’s pushing a story about premium luxury comfort and the value of the cotton and the Supima-branded clothes. His team is doing research to produce data backing its quality and production.
Midyette said that while inexpensive, fashionable retailers such as H&M may be great for short-term wear and trends, he believes there will be a return to consumer investment in quality, and that return, in association with heightened awareness of low-quality fabrics, could provide another story angle in the Supima communications strategy.
“It’s nice to tell our story and a different aspect of Supima,” he said. “People are ready for that story.”