The French opening marks a significant step forward for the Australian company that, since 2010, has engaged a global repositioning plan with the objective to relaunch the prestige of the Woolmark brand and increase the knowledge, appreciation and demand of Australian Merino wool across the international markets.
A strategic approach is being undertaken across Marketing, aimed at promoting the perception and the consumption of wool products amongst global consumers, and Research and Development activities, with a focus on supporting the wool supply chain – from the farmers to spinners, weavers and manufacturers – to increase the quality of the Merino wool fibre.
The strategy spans the most important markets in the world: China, US, Europe, India, Japan, Korea and Australia, where the company has been reinforcing its presence in the past two years. The opening in France signals the pinnacle of this strategic plan and completes the global network of 18 offices around the world.
"As the epicentre of luxury and excellence, France has always been one of the most important countries for wool, both from a B2B perspective, with the importance of the French fashion industry, and as a consumption market,” explains Stuart McCullough, CEO of The Woolmark Company.
“We definitely want to re-establish ourselves in the French market and are now determined to grow there and affirm wool as a premium fibre working at the highest level of the market."
Australian Merino wool is one of the world’s finest and most versatile natural fibres and Australia is the main producer of wool in apparel with 85 per cent of the demand for the fibre coming from the fashion and luxury industry.
The relaunch in France also signals the intention of The Woolmark Company to reinforce its activity in the womenswear segment, stimulate the demand of wool coming from the French Maison and apparel brands, and enhance the extraordinary potential of the fibre in this area.
Thanks to an industry focus on breeding and other quality on-farm practices, wool has become finer and more versatile and is incredibly soft next to skin, while keeping at the same time its natural qualities of breathability and elasticity. Merino wool has proven to be an ideal fibre to suit the requirements of French designers and fashion houses, always looking for the newest inspirations and the best products to feed the desires of a demanding global consumer.
Interest in the French market has been increasing throughout the past twelve months, as testified by the launch of regionally specific advertising campaigns and communication projects, involving some of the most prestigious French designers and Maisons including, Jean Paul Gaultier, Givenchy and Lanvin, created in collaboration with Vogue France and Vogue Italy.
Textiles | On 22nd May 2017
Goods and Services Tax (GST) which is near a roll-out would be the...
Textiles | On 22nd May 2017
The US must remain a participant in a vibrant North American Free...
Apparel/Garments | On 22nd May 2017
The National Retail Federation has asked US Congress to focus on...
Encouragement from brands will motivate supply chains to become more...
‘Online economy has changed the whole dynamics of buying habits.’
Mangalam Industries Pvt Ltd
‘The manufacturing sector is improving day-by-day, becoming better in...
About one in every 20 patients picks up an infection while hospitalised....
InvestKonsult Sweden AB
Investkonsult Sweden AB has been buying and selling second-hand textile...
Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...