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Beyond the Bale : March 2018
MARKS & SPENCER’S WINTER WOOL CAMPAIGN IN THE UK The Woolmark Company has worked with M&S for several years, supporting product development, sourcing and marketing to help raise awareness amongst its customers of what wool can offer in terms of natural benefits and value. Collaboration between the two companies continued during the recent UK autumn/ winter season, through which M&S promoted its wool range in 142 of its UK stores, its website, newsletter to customers and advertising campaign in national magazines and newspapers. M&S is a Woolmark licensee and has a strong focus on increasing its range of products containing natural fibres. The company’s latest global campaign ‘Spend it Well’ is a direct reference to quality and conscious buying, which perfectly aligns to the messaging that The Woolmark Company promotes about wool. The campaign highlighted wool products across womenswear, menswear and kidswear and across categories from clothing to accessories. The campaign was run in the UK at almost no cost to The Woolmark Company other than product and Woolmark ticket and labelling advice, with the Woolmark logo front and centre in M&S’s marketing. The campaign was developed out of the willingness of M&S to promote natural fibres and quality assurance messaging and the ongoing work by The Woolmark Company with the M&S Product Development, Technical and Marketing teams. MORE INFORMATION www.marksandspencer.com M&S ADVERTISING CAMPAIGN The M&S wool advertising campaign had a 4 million print reach in the UK and featured in key fashion publications including Vogue, Vanity Fair and Marie Claire, and key national newspapers including The Guardian, The Times and Evening Standard. The advertising featured the ‘Proudly Supported by The Woolmark Company’ logo as umbrella branding for M&S’s Pure New Wool, Wool Rich Blend and Wool Blend Performance product range. w M&S STAFF EDUCATION A Wool Appreciation Course was delivered to the M&S Customer Sales & Service team, which focused on wool’s benefits, caring for wool products, and the meaning of the Woolmark logo. M&S WINDOWS AND IN-STORE M&S featured the wool campaign in 142 stores across the UK (including displays in 508 shop windows) showcasing wool products available to purchase. The displays included the ‘Supported by The Woolmark Company’ logo and the statements: ‘Be as warm as the wool you wear’, ‘Happiness is best worn naturally’ and ‘Good things come to those in wool’. WOOL WINDOW TOP STORES KINGSTON FIRST BITE / SHEEP WOMENSWEAR KIDSWEAR M&S WEBSITE & NEWSLETTER M&S included a co-branded wool section in its website for womenswear, menswear and kidswear that promoted wool and its wool products with direct links for consumers to purchase the products online. M&S developed a newsletter with the concept ‘You’ve got your woollens; here’s how to care for them’. The newsletter was sent to customers that bought wool products and it also linked to the wool care-guide on the Woolmark.com website. 20 OFF FARM As the largest UK retailer of wool products, Marks & Spencer is a key brand with which AWI’s subsidiary, The Woolmark Company, works collaboratively to help promote wool products.
In the Shops - March 2018