Cotton Targets Teen Girls via Alloy

NEW YORK Cotton Incorporated has teamed up with Alloy, a Gen Y marketing company, for a six-month-long Web site and catalog promotion due to launch Monday.

The program, called ClubCotton, will have a significant presence on teen-oriented site Alloy.com through product articles, quizzes, horoscopes, polls and sweepstakes that highlight cotton fashion and promotions. The site will also play up a gift-with-purchase program, in which customers receive a new CD with every $85 cotton purchase. ClubCotton will be featured on Alloy.com’s Style Channel and will be promoted throughout the site with pop-ups, banners and skyscrapers.

The marketing effort aims to heighten cotton awareness among 12- to 24-year-old women and stimulate cotton and denim sales, said Paula Rosario, senior executive of retail and fashion marketing for Cotton Incorporated in New York. The gift-with-purchase program looks to link cotton, music and fashion in teens’ minds.

In addition, Alloy will run six advertorial pages in the May, July and September issues of its catalog, which reaches about 3 million teenage girls monthly. The catalog will also direct teens to the Web site.