Home / Knowledge / News / Textiles / 'No Finer Feeling' promotes Merino
'No Finer Feeling' promotes Merino
15
Dec '10
Australian Wool Innovation (AWI) announced the launch of a new global fibre education campaign to inform consumers about the benefits of Merino wool.

The 'No Finer Feeling' campaign is the result of extensive consumer research with retail and brand partners and features the iconic Australian Merino sheep acting as a reminder of the natural origin and provenance of wool garments.

“As a consumer message 'Merino. No Finer Feeling' works on two levels: on an emotional level it refers to the sense of privilege and luxury; whilst at a functional level, it's a reminder of the physical reason why Merino is special,” Rob Langtry, AWI Head of Global Strategy and Marketing said.

Whilst a long term favourite of designers, an era of disposable fashion has meant younger consumers know little about the natural, biodegradable and renewable benefits of Merino wool. The campaign aims to position Merino as the premium, luxury fibre of choice making a connection between how it feels to touch, and how it makes the wearer feel.

The three-year global consumer campaign begins in influential magazines such as Vogue, GQ and ELLE, targeting fashion conscious consumers. Initially launching in the UK, Japan and Germany, a wider global program is planned for 2011/2012 to include China, France, USA and Australia, with further supporting trade activities in China, Italy and France.

The first campaign, created by Euro RSCG London, was shot by fashion photographer Sean Gleason and styled by the Executive Fashion Editor of Wonderland Magazine, Anthony Unwin. The five shots feature specially selected garments from designers Richard Nicoll, Gieves & Hawkes, Hakaan, Hackett, Brooks Brothers, as well as seasonless custom Merino wool pieces, including 'next to skin' wear specially made for the shoot, all illustrating the versatility and surprising qualities of Merino wool.

To support the campaign, AWI will use merino.com, a site providing consumers with information on the attributes and benefits of Merino as well as catwalk and brand information of where to buy Merino garments. This is supported by an i-Phone application providing Merino sourcing information for anywhere in the world.

“The Merino campaign has been created to communicate to a new generation of consumers, who need educating about this versatile and renewable fibre,” Mr Langtry added.

“We really want to bring Merino and wool into the 21st century and position it as a contemporary and fashionable fibre and this campaign clearly communicates that. By using media to 'wake up' our consumers and drive them to the internet, show them where to purchase, find out about and how to look after the garments, we will help break down the barriers to purchase at the high end of the market – barriers mostly to do with lack of knowledge of the fibre and its many benefits.”

Australian Merino sheep are renowned for producing the finest, softest and lightest wool in the world, creating a fabric luxurious enough to rival cashmere. This fineness ensures that Merino wool garments have superb drape and natural elasticity, effortlessly following the body's form, which is why the fabric remains popular with designers across the globe.

Presented recently to the AWI Board, AWI AGM and at the IWTO conference in Biella, the campaign was welcomed by all as a positive move for the wool industry to reposition wool and raise its awareness and fibre benefits to the consumer. AWI is in discussions with a range of iconic global brands to have them adopt elements of the campaign to further enhance the Merino “footprint” on the world of luxury, fashion, sports, intimate and baby products.

Australian Wool Innovation Limited


Must ReadView All

Indian govt approves special package for leather, footwear

Textiles | On 16th Dec 2017

Indian govt approves special package for leather, footwear

The Union Cabinet chaired by PM Narendra Modi has approved a special...

EU parliament resolution calls for Cambodia sanctions

Apparel/Garments | On 16th Dec 2017

EU parliament resolution calls for Cambodia sanctions

Following the ongoing crackdown in Cambodia on the opposition and...

Affordable prices to be hit if US pulls out of NAFTA: NRF

Apparel/Garments | On 16th Dec 2017

Affordable prices to be hit if US pulls out of NAFTA: NRF

US retailers’ ability to offer consumers quality products at...

Interviews View All

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Suresh P Bagrecha

Komal Texfab, founded in 1981, is into manufacturing of knitted fabrics,...

Urmil Arya

Sushila International, a well established textile organisation established ...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Tony Ward
Tony Ward

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

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

December 2017

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

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search