The Woolmark Company will also reinforce its presence at the exhibition with a new stand, conceived to offer a “wool experience” to exhibitors and visitors, mixing science and entertainment to highlight the natural qualities of the woollen fibre and its benefits in childrenswear.
In the new booth, The Woolmark Company will introduce items from the Merino Mini collections which have been created to showcase product development ideas and innovations to the industry. This will be shown through samples of jersey pieces and bodysuits, knitted pullovers and pants, blankets and other garments, produced using the finest Merino wool.
On the occasion of Pitti Bimbo, The Woolmark Company will also launch an international advertising campaign developed in partnership with premium Italian kidswear label Il Gufo, focused on the wool capsule collection resulting from the collaboration between the two brands, which started in 2012.
The partnership has seen the development of a colourful collection of 100 per cent Merino wool sweaters, which enhance the natural qualities of the fibre including softness, odour control, breathability, resilience, lightness, easy care and elasticity. The campaign will represent the positive values The Woolmark Company shares with Il Gufo, proposing a joyful image of childhood and a modern concept of childrenswear.
The campaign will be aired globally from August, supporting the launch of the collection in Il Gufo’s eight flagship stores, more than 750 wholesalers and four shop-in-shops, in nine countries: Italia, Russia, Germany, Belgium, Spain, Austria, Switzerland, Japan and USA.
The capsule collection, developed by Il Gufo and The Woolmark Company, is composed by pullovers, cardigans, jackets and other pieces in 100 per cent Merino wool, in a special range of colours, enhancing the wool’s benefits in childrenswear: softness and comfort next to skin, breathability, resilience, easy to care and unique capacity to maintain the brilliance of colours.
The Woolmark Company Chief of Global Strategy and Marketing Rob Langtry explains: “The Woolmark Company is proud to grow the partnership with Il Gufo, a brand with which we share values of excellence, innovation and commitment to quality, through the launch of a joint International advertising campaign which celebrates the beauty of Merino wool.
“It is a new step in educating consumers on the benefits of wool in childrenswear.
“Coherently with the corporate mission of increasing awareness and demand in favour of wool, the company will continue to promote wool in the Mothers and Babies category, supporting the best brands through product development innovations and educating the players of the supply chain, from retailers to consumers.”
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