In 1988, U.S. upland cotton's share of the total textile retail market reached a 13-year high of 51 percent. Cotton Incorporated's efforts in research and development of new products and in advertising, promotion, and marketing have paid off in this respect. Cotton Incorporated already has programs in place to help meet the challenges through the 1990's. Markets that are currently being targeted are nonwovens and carpeting. Gains in other markets are also being sought.