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Beyond the Bale : March 2015
OFF FARM 5 CONTINUES TO GROW CAMPAIGN FOR WOOL 2014saw the completion of the Campaign for Wool’s fifth year, as the global initiative continues to encourage manufacturers, retailers and designers of apparel and interiors products to live naturally and choose wool, and in turn educate consumers about the fibre’s environmental benefits. The Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is run every year through a sequence of Wool Weeks in the most important key markets of the world through co-branding initiatives and in-store promotions. The Campaign continues to expand across the world. During 2014, the Campaign for Wool was celebrated on an unprecedented scale across international consumer markets, generating global editorial coverage worth more than $71 million, up from $40 million in 2013 and $24 million in 2012. More than 400 global retail partners participated in the 2014 campaign with promotional material on display in more than 2500 stores across the world. 4.5 million people were reached through Campaign for Wool media partnerships with Vogue and GQ in China and France. The Campaign for Wool digital channels continued to reach out to new fans of wool with growth of more than 50 per cent in social channels and over 33 million impressions on Facebook and Twitter during the northern hemisphere Wool Weeks. "This year’s Wool Week is our biggest and boldest to date, with the added excitement of the Campaign for Wool Collections for Fashion and Interiors, which showcases the very best of wool and innovation.” Nicholas Coleridge Campaign for Wool Chairman "Fire resistant, water repellant and most of all super stylish, we celebrate five years of the Campaign for Wool and the half century work of Woolmark, the one stop seal of approval inthe wonderful world of wool. You will find an abundance of wool in your favourite shops this autumn." Man About Town magazine “This natural, renewable, time-honoured fibre plays a vital role in the world of fashion and design, shaping today’s and tomorrow’s trends, and adapting to every look, from casual cool to the ultimate in elegant sophistication. And this season, it’s making its mark as an absolute style must-have.” Vogue Paris WOOL WEEK AUSTRALIA 18-24 MAY 2015 The 2015 Wool Week in Australia is being held 18-24 May. Information about how Australian retailers and business owners can be involved in the campaign is available from Jemma Breen at firstname.lastname@example.org. Promotional and retail activities are planned throughout May to support the campaign. A full report of the week’s celebrations will be in the June edition of Beyond the Bale. MORE INFORMATION www.campaignforwool.org "Cable knit, rib-knit, purl knit and woven; with the natural choice in higher demand than ever this winter, The Campaign for Wool and The Woolmark Company are demonstrating the versatility of Merino wool.” Wonderland magazine