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The Woolmark Company adds shopping tool to Merino.com
Nov '14
The Australian-based international wool textile organization The Woolmark Company has added a new shopping tool, exclusively featuring Merino wool made clothing, to its consumer-facing website, Merino.com.

Named as Merino Shop, the e-commerce portal aims to make Merino wool crafted products, designed by various brands from across the globe, more easily accessible and discoverable for consumers worldwide.

Powered by the social shopping website ShopStyle, the newly introduced platform not only allows the consumers to browse the world’s finest wool clothing and accessories but also link the farm to fashion journey of the wool fibres used in the products.

Designed and developed by the global digital marketing agency Lowe Profero, the online shop also enables the Australian woolgrowers to explore the diverse range of products created from the fibre they cultivate.

The digital marketplace currently features an array of pullovers, tailored shorts, pants, jackets, beanies, skirts, capes, cardigans, sheath dresses and bombers from international labels like Rag & bone, Burberry, Giorgio Armani, DSQUARED2 and Emilio Pucci.

While commenting upon the consumer interactive platform Merino.com, The Woolmark Company’s chief strategy and marketing officer, Rob Langtry, says, “Merino.com is our primary channel for educating consumers on the benefits of Merino wool through highly engaging content.”

“The past two years has seen our digital presence significantly grow and our key campaigns are increasingly moving to a digital basis. Whilst currently we are about 60:40 digital:traditional, within the next three years we are likely to shift towards 90:10,” he informs.

Recently redeveloped, The Woolmark Company’s website Merino.com is an informative destination that explores the use of Merino wool, from fleece to fashion. The web portal aims to increase consumer engagement and provide a central marketing channel for the fibre, its products and its brand image. Told through the perspective of the world’s leading fashion designers and brands, and the clothes they create, it is a place for consumers to learn about the true substance of the world’s finest wool.

The Woolmark Company is the global authority on Merino fibres. The organization engages itself into the research and development of better textiles. The company’s iconic Woolmark symbol, which was born in 1964, withstands as a reassuring proof of extraordinary versatility and innate luxury of Merino wool for several decades.

Started in 20016, ShopStyle is a digital fashion shopping platform for shoppers between 18 to 45 years of age. The firm specializes in a range of fashion clothing, swimwear and wedding attires for women, men and children. The company is owned by PopSugar, which is an international women’s lifestyle brand focused on media, commerce and technology. (PB)

Fibre2fashion News Desk - India

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