Home / Knowledge / News / Textiles / Woolmark Gold campaign kicks off
Woolmark Gold campaign kicks off
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

Courtesy: Myntra

Apparel/Garments | On 3rd Dec 2016

Myntra to be EBITA positive by FY18: CEO Narayanan

Myntra is on track to achieve sustainable growth and be EBITA...

Courtesy: India ITME Society

Textiles | On 3rd Dec 2016

India ITME 2016 opens with over 1050 exhibitors

The India International Textile Machinery Exhibition (India ITME)...

Courtesy: Bruckner

Textiles | On 3rd Dec 2016

Indian textile companies opt for Brückner stenter lines

Indian textile firms Laxmipati Sarees, makers of polyester sarees and ...

Interviews View All

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Rahuul Jashnani

‘Online economy has changed the whole dynamics of buying habits.’

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Iago Castro Asensio
RCfil Distribuciones S.L.

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

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

December 2016

December 2016

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


Browse Our Archives


Advanced Search