Home / Knowledge / News / Textiles / Woolmark Gold campaign kicks off
Woolmark Gold campaign kicks off
25
Oct '10
The largest wool marketing program ever undertaken in China is underway.

The Woolmark Gold campaign simply states that to dress with style is to dress with wool.

The story and heritage of Merino wool as a premium natural fibre is being told through a co-ordinated media and retail campaign. Luxury European fabric and tailoring brands have united under a common banner for the first time in a century to sell the message. As licensees, Holland and Sherry, Taylor and Lodge, Hield Brothers, Vitale Barberis Canonico, Reda, Dormeuil, Scabal and Johnstons of Elgin will carry the Woolmark Gold label.

Headlining the campaign is nine, hour-long television episodes to air on the China Business Network (CBN), educating consumers about the fibre; from the Australian environment in which it is grown to the skillful craftsmen and that complete its journey at retail. (watch preview here)

Woolmark Gold will be shown on The Style Focus, China's only luxury lifestyle channel. With associated print and online media this series is expected to be viewed by 60 million consumers. The audience size reflects the rapid growth of wealth in China which is set to become the world's largest consumer of luxury goods by 2015.

AWI global business development manager Sam Guthrie said Woolmark's reputation as a neutral authority was crucial in developing the CBN coverage but also linking the European and Chinese business opportunities.

“Chinese consumers of luxury products are increasingly discerning and are demanding the greatest integrity and provenance. This is to Australian wool's advantage given it is an enduring natural fibre.”

The launch of Woolmark Gold coincides with the Autumn/Winter edition of the Intertextile trade fair in Shanghai. As part of the launch, a Gold Woolmark sourcing event was held with China's elite garment making organisation, The Wenzhou Garment Association. This AWI event involved 300 Chinese garment brands representing over 2000 retail outlets.

Fredrick Dormeuil said “we realise the wisdom of a united message from suppliers of premium Australian wool qualities, in the industry's most important market. I am delighted that the Gold Woolmark message has been so warmly received by premium clothing manufacturers.”

Michael Day of Scabal added "we are delighted to be part of such a prestigious venture as Gold Woolmark seen as a guarantee of elite quality, heritage and craftsmanship."

The Woolmark Gold campaign is set to run for three years.

Australian Wool Innovation Limited

Must ReadView All

Apparel/Garments | On 1st Mar 2017

CMAI's Apparel Index for Q3 shows lowest growth at 1.4 pts

CMAI’s Apparel Index for the third quarter FY 2016-17 shows that the...

Courtesy: Carter

Apparel/Garments | On 1st Mar 2017

Kidswear retailer Carter’s acquires Skip Hop Holdings

US headquartered kidswear retailer Carter’s said it has acquired Skip ...

Courtesy: Lectra

Information Technology | On 1st Mar 2017

Lectra makes new strategy for fashion in Industry 4.0 era

Lectra, the world leader in integrated technology solutions, has...

Interviews View All

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search