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Beyond the Bale : May 2010
A WI has refreshed the Woolmark brand identity and merchandising collateral to enhance its appeal to today's consumers. AWI global brand integrity and licensing manager Kirsten Berg says the new design is meant to resonate what the Woolmark brand is famous for -- assurance of quality and a natural fibre. "A fresh new design, colour palette and eco-friendly paper stock combine to communicate the message of the quality and natural benefits of wool," Kirsten says. "The Woolmark apparel tickets and Merchandising collateral refreshed labels had not been changed since 1997, and the number of items of collateral had crept up to approximately 250 ticket varieties and 50 woven labels, so it was time for a rationalisation and a refresh. "We conducted a comprehensive review of our labels with rationalisation in mind, but have also used the opportunity to ensure that we are complying with the relevant labelling laws in each country. "There is now consistency in presentation, for example by using the same fonts on the labels as we do with the new garment tickets." The garment tickets have impeccable environmental credentials to complement and help reflect the natural qualities of wool. The natural uncoated white board tickets have a soft tactile finish. They are produced from a combination of accredited post-consumer waste fibre and Forest Stewardship Council- certified paper pulp, and manufactured without the addition of chemicals. A new security technology has been introduced to help retailers and regulators authenticate the merchandising collateral as Woolmark-certified and help combat counterfeiting. The new Woolmark tickets use state-of- the-art 'hidden image' technology. FAST FACTS l New Woolmark, Woolmark Blend and Wool Blend apparel swing tickets and labels are being rolled out after being refreshed for the first time in 12 years. l The new merchandising collateral has an updated design, added security and a more efficient ordering process. l The merchandising reflects the quality and natural benefits of wool. "When a special plastic credit-card-size reader is laid over an authentic swing ticket, it allows a hidden image to become visible," Kirsten says. "This security embossing technology is a first in the garment ticket merchandising industry. We will issue the readers to AWI staff, our business partners and other regulators such as customs officials. New Woolmark labels include a tagged infrared yarn, which will be in a position specified by AWI and that AWI can request to be moved from time to time. The reader for the yarn is a hand-held light pen. The move to new tickets and labels is being phased in through 2010, with licensees in the UK having already received the new tickets and labels. Turkey, China and Hong Kong are the next countries scheduled to introduce the new offer. "A new, online system for ordering and monitoring the supply of Woolmark tickets and labels is being introduced for licensees," Kirsten says. "The new system will improve efficiency for the licensees and also cut down on the large administrative burden currently borne by AWI offices. An equally efficient fax ordering service will also be available." More information: www.wool.com/tickets Example of Woolmark's new swing tickets. Example of Woolmark's new labels. State-of-the-art 'hidden image' technology helps retailers and regulators combat counterfeiting. 4 SELLING MORE WOOL May 2010 BEYOND THE BALE Lens reader Hidden images Ticket front