At Cotton Incorporated, the objective is to build demand for and improve the profitability of cotton. In order to do this, all aspects of cotton from the producers to the consumers and to retail are researched. It is known that consumers are the ones who make the decision as to whether or not they buy cotton; therefore, this paper focuses on this important aspect of cotton’s profitability: cotton at retail. Cotton’s position at retail will be evaluated by tracking cotton’s share and bale usage in selected apparel categories and analyzing retail’s shifting outlook.