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Wool warms up apparel retailers' winter
10
Jun '11
Australian retailers are rugging up for winter as the five year global Campaign for Wool gathers momentum.

Country Road stores across NSW have embraced the campaign with a range of cosy window displays encouraging customers to support the natural beauty of Australian wool.

An initiative by HRH The Prince of Wales, the Campaign for Wool was launched in Australia in March to coincide with the mid winter retail season.

Retail giant Westfield led the way, hosting a novel wool exhibition which showcased the qualities of wool, in its new Sydney City premium centre.

Meanwhile Country Road, sister brand Trenery and other retailers around the country are warming up their windows with clever displays of wool designs and detailed information on the natural benefits of wool in-store.

The campaign aims to give customers a greater understanding of the environmental and personal benefits of wearing wool and to celebrate the fibre that helped build our nation.

Retail partners are highlighting their support for wool in their own fashion lines by using shop window decals and in-store showcards bearing the Campaign for Wool and the green Woolmark logos.

"Wool is and always has been integral to our brand philosophy so we are delighted to support the Campaign for Wool in Country Road and its sister brand Trenery,” says Sophie Holt, Creative Director for Country Road.

“Making it a focal point of our windows celebrates its many benefits but also draws attention to wool at a time when our customers start thinking about wrapping up in the colder months ahead."

The Campaign for Wool was formally launched in Australia in March at Admiralty House with a large gala fashion show drawing many of Australia's top designers including Collette Dinnigan, Josh Goot and Jenny Kee.

“Campaign for Wool provides the opportunity to highlight wool products at the retail level, assisting with the education of consumers into the benefits of choosing wool,” explained Rob Langtry, Global Marketing Officer for Australian Wool Innovation.

The Campaign for Wool aims to reconnect people with the versatility of wool and is being supported by over 30 Australian apparel labels and retailers this winter season.

Wool is natural and biodegradable at its origins and is the cleaner greener fibre choice for manufacturers and consumers.

Australian Wool Innovation

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Courtesy: H&M

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