Recover™, a producer of recycled cotton fiber and cotton fiber blends, has won the Marketing award in the 2024 Just Style Excellence Awards for its innovative and impactful campaigns.
The Just Style Excellence Awards celebrate the greatest achievements and innovations in the industry. Powered by the business intelligence of GlobalData, the program provides a platform to recognize the people and companies that are driving change.
Go deeper with GlobalData
The company’s strategic marketing initiatives, especially its collaboration with C&A, have significantly bolstered its social media presence and brand recognition, affirming its status as the leading Ingredient Brand for sustainable fashion solutions.
Crafting a sustainable brand identity in textile recycling
Launched at the close of 2020, Recover™ embarked on a quest to redefine the role of an Ingredient Brand within the fashion landscape. Concentrating on recycled cotton fiber and blends, Recover™ has set ambitious goals to expand its proprietary technology and collaborate with major industry players to meet sustainability objectives. The strategic marketing campaigns of Recover™ have been crucial in elevating brand awareness and establishing the company as a leader in circular fashion.
Educating and engaging the market
By developing content that showcases the positive environmental impact of Recover™’s fiber and the advantages of recycled cotton, the brand has crafted a comprehensive communication ecosystem that resonates with both consumers and industry stakeholders. Engaging digital content, informative hangtags, and interactive tools such as the Recover™ savings calculator have been instrumental in educating the consumer about the significance of circularity in fashion. Recover™ has translated its environmental savings into relatable terms, such as equating the water saved to the number of washing machine cycles or years of drinking water, making the impact of choosing recycled cotton fiber more tangible for consumers.
Achieving sustainable fashion goals: Impact and recognition
The impact of Recover™’s marketing strategies is reflected in the remarkable growth of their digital audience and the extensive recognition they have garnered. In 2023, the company witnessed substantial increases in social media followers and newsletter subscriptions, signaling a burgeoning consumer interest in sustainable fashion. Recover™ has also received numerous awards and media attention, further endorsing their successful marketing approach. The brand substantiates its sustainability claims with Life Cycle Assessments (LCAs) and measures its scope 1, 2, and 3 emissions annually, turning this data over to respected third-party regulators for validation.
Leveraging brand partnerships for sustainable fashion
The collaboration between Recover™ and C&A on the Clockhouse range serves as an exemplary model of how strategic brand partnerships can enhance brand awareness and consumer education. The campaign included a joint photoshoot and campaign video, and the social media campaign achieved notable engagement rates. The alliance has not only promoted low-impact clothing options but has also reinforced Recover’s stature as a key player in the recycled fibers market.
Recover™ aspires to be an agent of change and further engages with the industry by participating in conferences, workshops, and trade shows, such as the Global Fashion Summit, Premiere Vision, Textile Exchange Conference and International Textile Machinery Association (ITMA) exhibition, where it showcases its innovations and leads discussions on sustainable practices.
A benchmark for marketing in sustainable fashion
The Marketing award is a testament to Recover™’s forward-thinking approach to promoting sustainable fashion. Through targeted marketing campaigns, dedication to educating the consumer, and meaningful brand collaborations, Recover™ has not only amplified its brand visibility, but has also significantly contributed to steering the industry toward a more sustainable future.
“We are incredibly honored to receive the 2024 Just Style Excellence Award for Marketing. Over the past three years, our team has worked tirelessly to establish Recover™ as the go-to ingredient brand in sustainable fashion. By building a strong, innovative brand identity and executing a fully integrated communications strategy, we’re helping brands and retailers navigate the complex path toward a more sustainable and scalable future. Our commitment to delivering elevated products and reshaping perceptions around recycled materials ensures that neither brands nor consumers have to choose between quality, style, and sustainability at scale. This recognition fuels our mission to enable large-scale sustainable change in fashion through business value and inspiration.” – Boris Mercier, Senior Vice President Marketing, Recover™
Company Profile
Recover™ is a leading materials science company and global producer of low-impact, high-quality recycled cotton fiber and cotton fiber blends. Its premium, environmentally friendly, cost-competitive products are created in partnership with the supply chain for global retailers and brands, offering a sustainable solution to close the loop on fashion. As a fourth-generation, family-owned company with a 75-year history in the textile industry, Recover is on a mission to scale its proprietary technology to make a lasting positive impact on the environment and partner with brands/retailers and other change makers to meet the industry’s sustainability targets.
Contact Details
Links:
Website: https://recoverfiber.com/
