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Beyond the Bale : June 2011
June 2011 Beyond the Bale 8 off-farm Campaign promotes wool at retail More Australians are reconnecting with the natural benefits of wool as retailers around Australia continue to join the Campaign for Wool. The Campaign for Wool, a global initiative of which HRH The Prince of Wales is Patron, was launched here in Australia last month to coincide with the start of the mid winter retail season. Australian retail giant Westfield led the way by hosting a novel wool exhibition, which showcased the natural beauty of wool, in its new Sydney City premium centre. The exhibition explained the process involved in transforming the natural fibre from the sheep’s back to the final apparel product at retail. It gave customers the chance to touch and experience wool, in its original state through to the high quality garments they see on the shop floor. Shoppers at the Westfield exhibition could also admire the versatility of the fibre in various commercially available garments that were on show in the exhibition. The exhibition subsequently headed to Westfield’s Doncaster centre in Melbourne. Meanwhile, all Australian retailers selling wool are invited to join the Campaign and celebrate the fibre that helped build the nation. Many brands are already involved (see box opposite). Each partner is highlighting their support for wool in its own fashion lines by using shop window decals and in-store showcards bearing the Campaign for Wool and the new green Woolmark logos. Country Road stores across NSW have embraced the Campaign with a range of cosy window displays, containing the shop window decals and in-store showcards, encouraging customers to support the natural beauty of Australian wool. “ Wool is and always has been integral to our brand philosophy so we are delighted to support the Campaign for Wool in Country Road and its sister brand Trenery,” says Sophie Holt, Country Road creative director. “ Making it a focal point of our windows celebrates its many benefits but also draws attention to wool at a time when our customers start thinking about wrapping up in the colder months ahead.” It’s not just the big city stores that are getting involved in the Campaign; companies from regional Australia are also using the Campaign to help sell their wool products. For example, Woolerina, based in Forbes NSW, which produces and retails Australian Merino wool apparel has joined up to the Campaign. “ Wool is an iconic symbol of Australia and Woolerina is very proud to support the Campaign for Wool,” s ays Warwick Rolfe, managing director of Woolerina. “ Woolerina produces 100 per cent Australian Merino apparel at our base in Forbes and we retail at shops throughout regional Australia as well as online. We hope our association with the Campaign will help inform consumers about the natural qualities and environmental benefits of Australian wool.” Information on how Australian retailers and business owners can get involved in the Campaign is available on the Campaign for Wool Australia website. By registering your support of Campaign for Wool, you are joining a global campaign. more information: www.campaignforwool.com.au www.countryroad.com.au www.woolerina.com.au fast facts l retailers around australia are joining the Campaign for Wool, an initiative to help increase sales of wool product. l an exhibition in Westfield’s stunning new Sydney City premium centre and Doncaster centre showcased wool to customers. l australian retailers and business owners are encouraged to get involved in the Campaign – information is available at www.campaignforwool.com.au the public viewing the wool exhibition at Westfield’s new sydney city premium centre. country road storefront promoting wool.