Robert Langtry, Chief Marketing Officer of The Woolmark Company in Sydney, said: “Woolmark's recent global 'Merino. No Finer Feeling™' campaign demonstrated the superbly soft handle and exquisite drape of fine Merino wool fabrics. The Cool Wool Campaign will complement this with a particular message about Merino's unique adaptability to hot and humid conditions, coupled with the fibre's ability to regulate body temperature”.
“Initially the Campaign will concentrate on the Arabian Gulf markets where lightweight fabrics are sold year-round for traditional tailoring in an increasingly healthy retail climate. Demonstrating fine Merino's cooling characteristics in the heat of a Dubai July will provide a perfect platform to reintroduce the Cool Wool concept this summer. Cool Wool was considered to be one of The Woolmark Company's most successful global campaigns when it was launched in the mid-1980s”.
Stuart McCullough, Chief Executive Officer of The Woolmark Company, noted: “This marketing campaign has been relaunched in response to requests that came directly from the industry, I am thrilled that so many weavers were so quick to include their lightweight wool fabrics into the SS 2013 Cool Wool collection. I feel the timing is perfect as science now demonstrates Merino wool's innate breathability and natural cooling ability in searing heat. That the campaign returns at a time when the word 'cool' is now back into common parlance to demonstrate a unique idea or clever concept is indeed a bonus”.
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.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "UBM China (Shanghai)")
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
