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Beyond the Bale : Aug - Sep 08
woolmark beyond the bale New brands launched in global marketing initiative aWI is launching a new program to support the Woolmark and introduce a new premium Merino brand. this will help the company position australian Merino wool as the highest quality fibre for apparel products. With this program, aWI will be in a position to respond to the increasing global demand for high quality, trans-seasonal, natural and sustainable fiber. In response to changes in consumer demand, strict quality control will be enforced, random testing conducted and quality audits carried out at both trade and retail levels. the australian Merino, the Woolmark brands, and the Superior Merino and Superior Merino blend brands – are set to benefit from a high level of recognition. With new swing tags and labels, training aids, and a range of associated marketing material australian Merino wool will be marketed like never before. as one of the world’s most well known brands, the Woolmark has been applied to over two billion garments since the creation of the original mark in 196 . In a late-2006 survey conducted by research company Millward brown of 22,000 consumers across 10 key markets, over 95 per cent of people surveyed recognised the Woolmark. however,work is being done in this new program to create stronger, high- quality perceptions by using the term ‘Merino’. as the apparel market evolves, so too must the Woolmark brand. Current research shows that consumers are demanding to know more about the products they use. In response to this, the Woolmark and Woolmark blend brands and standards have been revised. With a fresh outlook to cater to today’s smarter, greener consumers, the reputation of the Woolmark brand for quality is ensured for the future. aWI is proud to set new standards for the finest Merino wool apparel as we reintroduce australian Merino wool to a new generation of consumers. here are the new brands:
Jun - July 08
Oct - Nov 08