Mark A. Messura, Senior Director, Corporate Planning and Program Development, Cotton Incorporated

Cotton's performance at retail in the United States is ahead of last year's pace. Through the first quarter of 1998, according to data from the NPD Group, cotton's share of the market for apparel and home fabrics on a weight basis was 57% compared to 56% for the same period a year ago. In just the apparel market, cotton's share held at the same pace as last year, 56% through the first quarter.

Sales of apparel in the U.S. market are off to a strong start in 1998. On a dollar basis, sales were up 5% during the first quarter versus 4.4% in 1997. On a unit basis, sales were also up by 5% and ahead of last year. The strongest growth was in sales of men's clothing, which were up 6.6% on a dollar basis. Sales of women's clothing grew by 5.1% and sales of children's clothing lagged behind growing at a rate of 1.9%

On a unit basis, sales of men's clothing were ahead of women's and children's sales, 4.5% compared to 1.3% for women's and 2.3% for children's. Higher growth in dollar sales for men's and women's clothing compared to unit sales for those categories meant that average retail prices increased for men's and women's clothing during the first quarter of 1998. Cotton's share of market for men's' apparel reached 74% for the first quarter of 1998, the same level as a year ago. By weight, 100% cotton products accounted for more than 60% of men's apparel sales.

Cotton's share of the women's apparel market picked up a point in the first quarter of 1998, but still lags behind the men's market in overall share. Apparel containing 100% cotton accounted for 33.7% of sales on a fiber weight basis.

The market for denim bottomswear—jeans, slacks, shorts, skirts and dresses—was flat in 1997, but showed signs of a recovery through the first quarter of 1998. Unit sales of denim bottoms were up 2.6%,

Imported apparel products continue to increase in 1998 with imports now representing more than 58% of the value of U.S. retail apparel sales. Cotton products account for 56.3% (weight basis) of imported apparel products.

Sales of home fabrics through the first quarter of the year were on pace with sales figures from a year ago. Cotton's share of the home fabrics market continues to hold at 61%. By weight, 100% cotton products account for 45.1% of home fabrics sold in the United States.