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Three years from launch 'Campaign for Wool' courts success
04
Sep '13
Three years from its launch, the Campaign for Wool has helped place the natural fibre firmly back into the minds of millions of consumers.

Over 600 retailers and brands have now joined the campaign across 16 participating countries with 81 retail participants in Australia this year. The global target as stated in the new Australian Wool Innovation Strategic Plan is to increase the sale of wool units per store by over 1000 a year by 2015.

With HRH the Prince of Wales as Patron, the Campaign for Wool has now become a global phenomenon according to AWI's Global Strategic Advisor and President of the International Wool Textile Organization (IWTO), Peter Ackroyd.

"Significant seasonal events are taking place across key markets such as the UK, Italy, Germany, USA, Japan, Korea, the Netherlands, Spain and China. Many leading international luxury brands have quickly associated themselves with our Patron's strong commitment to sustainable solutions in fashion and the world of interiors at a time when consumers are increasingly seeking assurances about provenance and sustainability."

"Primary processors, spinners and weavers of wool participating in the campaign have seen strong growth in demand for wool products over the past three years as global markets continue to prioritise renewable and sustainable sourcing of raw materials," Mr Ackroyd added.

Currently in Australia as a guest speaker for the Australian Wool Industries Secretariat (AWIS) Wool Week celebrations, Mr Ackroyd is to speak about AWI's three-year plan to reposition, educate and motivate wool and consumers within the fashion industry.

The Campaign for Wool founding Chairman John Thorley is to retire to become Honorary President as of November 1. The current Vice-Chairman and President of the publishing house Condé Nast International, Nicholas Coleridge, will take over as Chairman. British Wool Marketing Board CEO Ian Hartley will become Chief Financial Officer.

Nicholas Coleridge said: "Under John Thorley's leadership, The Campaign for Wool has contributed to reversing the disastrous downward price spiral of wool during the last decade that threatened the rural environment in all sheep rearing nations has been reversed. This timely achievement persuaded farmers throughout the Commonwealth and beyond to continue to make common cause and commit significant funding to ensure the global success of the Campaign. Only John, with his unique experience in the sheep industry, could have united such a disparate group of growers".

AWI via The Woolmark Company is a key supporter of the Campaign for Wool, with AWI Chief Strategy and Marketing Officer Rob Langtry saying it is a critical campaign which connects the entire wool industry - from woolgrowers to consumers.

"The Campaign for Wool focuses its attention on the natural, renewable benefits of the fibre. It is an opportunity for the growers, supply chain and retailers to combine and present consumers with a superior, natural alternative for both their apparel and interiors choices."

Australian Wool Innovation Limited


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