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Beyond the Bale : December 2014
18 OFF FARM MACHINE-WASHABLE WOOL • Italian childrenswear brand Il Gufo is using AWI’s Tested by Nature, Tested by Us campaign to help sell machine-washable Merino wool items from its new collection. • The marketing campaign for the collection not only educates consumers about wool’s natural benefits, but also spreads the message that wool is easy to care for. • This Autumn/Winter 2014/15 collection is Il Gufo’s second Merino wool capsule collection that results following collaboration with AWI. Premium Italian childrenswear label Il Gufo has released its second Merino wool capsule collection in partnership with AWI and has become the first European and first childrenswear brand to join AWI’s Tested by Nature, Tested by Us washable wool campaign. The Tested by Nature, Tested by Us campaign launched earlier this year by AWI aims to inform consumers that Woolmark-certified garments, labelled as “machine wash” or “machine wash and tumble dry” have gone through rigorous testing to make sure it’s safe to machine wash and won’t felt, shrink or fade. By educating consumers that wool apparel is easy to care for, the aim ultimately is to increase consumer demand for wool apparel. The campaign’s tagline Tested by Nature, Tested by Us makes reference to the fact that wool on the sheep’s back is resilient enough to withstand all the elements that nature can throw at it, so a washing machine is not a challenge. The partnership between AWI and Il Gufo has seen the development of a colourful machine-washable Autumn/Winter collection comprising 100 per cent Merino wool sweaters, cardigans and turtlenecks. A promotional flyer, conveying the easy care qualities of the collection, was inserted in an Il Gufo catalogue that was sent to 50,000 of the company’s customers. Promotional material was also placed in Il Gufo’s stores in the USA, China, the Middle East as well as Italy, and online including social media. “This winter season we joined the Tested by Nature, Tested by Us campaign, thanks to parts of our new collection made with machine-washable wool,” explained Alessandra Chiavelli, owner of Il Gufo S.p.A. “The core message of this season is related to the fact that wool is easy to care for. This is a very important topic in our business because very often mothers don’t know how to care for their woollen items.” Developed with assistance from AWI’s Mothers and Babies and Apparel Care programs, Il Gufo’s collection has been tested by independent laboratories to ensure no shrinkage, colour fastness and felting. As a certification mark the Woolmark symbol offers piece of mind that these garments can be safely washed in a domestic washing machine. AWI’s collaboration with Il Gufo started in 2012 and continues to represent the positive values AWI shares with Il Gufo, proposing a joyful image of childhood and a modern concept of childrenswear. “We believe that wool is a precious material which can be worn at every time of the year,” Ms Chiavelli said. “Wool is an amazing, versatile material. There are no items which cannot be created from wool, from baby rompers to the detailing on our shoes. It is a natural fibre and adds a high level of quality to the collection.” The launch of the new Merino wool collection also coincided with the opening of a new Il Gufo flagship store in Milan. Il Gufo celebrated the arrival of the new collection by telling the story of wool and its natural benefits, as well as spreading the message that wool is easy to wash. www.wool.com www.merino.com www.woolmark.com GD1118a IF YOU THINK WOOL'S DELICATE, YOU SHOULD SEE WHAT IT GOES THROUGH BEFORE IT GETS TO YOU. In nature, wool survives the toughest tests. And then we test it again. So if the label on your wool garment says "machine-washable", and you see the Woolmark logo, you can wash it in your machine with confidence. TESTED BY NATURE, TESTED BY US WOOL CARE GUIDE The Woolmark Company Pty Limited makes no representations about the content and suitability of the information contained in these materials. Specifically, The Woolmark Company Pty Limited does not warrant, guarantee or make any representations regarding the correctness, accuracy, reliability, currency, or any other aspect regarding characteristics or use of the information presented in these materials. The user accepts sole responsibility and risk associated with the use and results of these materials, irrespective of the purpose to which such use or results are applied. Users should confirm information from an appropriate and relevant source if it is of sufficient importance for them to do so. In no event shall The Woolmark Company Pty Limited be liable for any loss or damages (including without limitation special, indirect or consequential damages), whether in an action of contract, negligence or tort, arising out of or in connection with the use or performance of these materials. © The Woolmark Company Pty Limited 2014. All rights reserved. This work is copyright. Except as permitted under Copyright Law no part of this publication many be reproduced by any process, electronic or otherwise, without the express permission of the copyright owner. Neither may information be stored electronically in any form whatsoever without such permission. In UK, Eire, Hong Kong and India the Woolmark trademark is a Certification trade mark. NATURAL Merino is an entirely natural fibre grown year–round by Australia’s 70 million Merino sheep, consuming a simple blend of air, sunshine and grass. BIODEGRADABLE Unlike most man-made fibres, when Merino fibre is disposed of, it naturally decomposes back into the earth in a matter of years. RENEWABLE Every year Australian Merino sheep produce a new fleece, making Merino a completely renewable fibre source. MERINO WOOL IS... The Woolmark brand is the world’s best known textile fibre brand. The value of the brand is well established the world over in the apparel, interior textiles and home laundry sectors. The Woolmark brand provides consumers with guaranteed fibre content and an assurance of quality. The brand is owned by The Woolmark Company, the world’s leading wool textile organisation. The company operates a global licensing program to ensure that any product bearing the Woolmark logo meets strict wool quality and performance criteria based on the exacting demands of today’s customer. THE WOOLMARK BRAND IS... Wool. Some say it’s delicate or sensitive. But they don’t know what it goes through. On the sheep’s back, it endures everything nature can dish out. Rain. Wind. Snow. Blistering sun. It beats them all, with ease. Industrial machines don’t scare it either. The washers, the spinners, the looms. And when it’s been through the mill, And reached its final, garment form, It rises to pass yet another test, To earn the Woolmark symbol. Sure, wool may be soft and cuddly. But we’ll tell you this much: It’s anything but delicate. Machine-washable wool. Tested by nature, tested by us. TESTED BY NATURE, TESTED BY US. ilgufo.it woolmark.com In UK, Eire, Hong Kong and India the Woolmark trademark is a Certificated trade mark. TESTED BY NATURE, TESTED BY US. ilgufo.it woolmark.com In UK, Eire, Hong Kong and India the Woolmark trademark is a Certificated trade mark. The new Il Gufo flagship store’s grand opening in Milan, featuring the easy care message of wool. MORE INFORMATION www.merino.com/ilgufo ABOVE and RIGHT Advertising collateral from Italian childrenswear brand Il Gufo that uses AWI’s Tested by Nature, Tested by Us washable wool messaging to help sell Merino wool items from its new collection.