Australia's continued expansion in raw cotton production is directly dependent on the industry's ability to market its product to overseas buyers. Trade in the world cotton and textile markets is increasingly competitive. As cotton's share of world textile demand has declined from approximately 75 per cent in 1950 to around 46 per cent today, manufacturers are continuously seeking new technology to increase margins and relocating their plants to reduce labour and operating costs . Major world producers and traders of raw cotton are, likewise, taking an increasingly aggressive marketing approach, differentiating and promoting their product to both existing and emerging markets.