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Beyond the Bale : May 2010
Machine Washable wool Specially treated garments that you can machine wash at 40˚C using the wool wash cycle ( ) without shrinking or fading, or losing wool's elasticity and powers of recovery. Total Easy Care wool Specially treated garments that you can be machine washed and tumble dried -- without shrinking or fading, or losing wool's elasticity and powers of recovery. Machine wash at 40˚C using the wool wash cycle ( ) with a Woolmark approved or other mild detergent. Once the short spin is completed, the garment can be tumble-dried on the low heat setting. 6 SELLING MORE WOOL May 2010 BEYOND THE BALE FAST FACTS l Consumers' busy lifestyles have created an ever-increasing demand for easy-care garments. l AWI is working with its Woolmark washing-machine licensees to showcase the easy-care properties of wool. l Innovations in wool apparel manufacturing mean wool garments that consumers can safely wash and care for at home are widely available. AWI is working in China with its Woolmark washing machine licensees to showcase the easy-care properties of wool to the burgeoning and lucrative Chinese domestic market. Earlier this year, AWI co-launched a Woolmark promotional campaign with six Woolmark washing machine licensees: Samsung, LG, Whirlpool, Haier, Little Swan and new Woolmark licensee Sanyo. The launch event was co-hosted at the flagship Beijing store of electrical appliance retail giant DaZhong Electrical Equipment, with the AWI-authorised washing machine test laboratory, China Household Electric Appliance Research Institute (CHEARI). The event was attended by a host of print and online media reporters, resulting Easy-care properties of wool showcased The launch of the Woolmark promotional campaign: Liu Hai Bin, operations director of DaZhong Electrical Equipment store; Lu Jian Guo, Cleaning Appliances Department director of China Household Electric Appliance Research Institute; Sam Guthrie, AWI business development manager for Greater China. Marketing material from the Woolmark promotional campaign in China. EASY-CARE WOOL There is an ever-increasing demand by consumers for easy-care garments. Merino garments have a naturally high resistance to stains and odours, and need to be washed less frequently than cotton or synthetic equivalents. Merino's innate elasticity also provides uncommon durability, meaning it doesn't require the ironing that makes cotton so high maintenance. Modern Merino fabrics are truly easy-care. Innovations in wool apparel manufacturing mean most Merino garments are no longer hand-wash only. With Machine Washable and Total Easy Care wool, technology has given nature a helping hand -- allowing wool to be safely washed and cared for at home. Look for the following icons on your Woolmark and Woolmark Blend labelled garments. in impressive media coverage in more than 30 articles, including nine advertorials in the two major daily papers, the Beijing Times and Star Daily. The value of this media exposure is equivalent to advertising worth an estimated RMB 3,160,000 in total (approximately AU$500,000). During the Woolmark washing machine campaign period, consumers who buy a washing machine that carries the Woolmark logo will be given a piece of Woolmark underwear from Woolmark apparel licensee partner Hanes. AWI's assistance at the launch event included providing marketing collateral and brochures, and a Woolmark introductory video. Representatives from the six Woolmark washing machine licensees were each presented at the event with Woolmark Apparel Care Certificates, the licensees having passed new upgraded specification tests. More information: www.wool.com/wearing