HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : June 2014
question: “What makes you think wool can’t handle your washing machine?” Early-stage processors have also been notified of the new campaign to prepare for the increase in demand for machine washable and tumble dry wool. AWI manager of the Apparel Care program Cathryn Lee says the campaign is targeted at the large consumer markets of the northern hemisphere and is all about teaching consumers that not all wool products need to be dry cleaned or hand washed. “It’s been a few years since the previous active campaign to promote washable wool by AWI, so it’s dropped off the agenda for designers, brands and retailers a little. We’ll be reinvigorating the message for consumers and trade in wool’s traditional markets,” Dr Lee said. “In addition, the growing China and India consumer markets were not targeted in previous ‘Easy Care‘ washable wool campaigns, so we have a whole new audience to take that message to.” More information: www.merino.com/caring-for-wool AWI’s extensive research of consumer attitudes shows that while consumers value products that are easy care, many consumers currently associate “wool” with “hard to care for”. AWI’s Apparel Care program aims to break down these misconceptions about wool, and increase the quality of the consumer experience of apparel made from the fibre. To help facilitate this, AWI has recently launched a three-year trade and FAST FACTS l AWI is rolling out a new campaign to teach consumers that many wool products do not need to be dry cleaned or hand washed, and can be washed in a washing machine. l The new “Tested by Nature, Tested by Us” campaign will be targeted at large northern hemisphere markets. l By educating consumers that wool apparel is easy to care for, the campaign ultimately aims to increase consumer demand for wool apparel. Promoting wool as machine washable consumer campaign to help increase understanding among consumers that wool can be washed in a washing machine. The campaign informs consumers that Woolmark-certified garments, labelled as “machine wash” or “machine wash and tumble dry” have gone through rigorous testing to make sure it’s safe to machine wash and won’t felt, shrink or fade. By educating consumers that wool apparel is easy to care for, the campaign ultimately aims to increase consumer demand for wool apparel. The campaign has the tagline “Tested by Nature, Tested by Us” which makes reference to the fact that wool on the sheep’s back is resilient enough to withstand all the elements that nature can throw at it, so a washing machine is not a challenge. AWI ‘celebrity’ ram Fred (who recently met the Duke and Duchess of Cambridge – see page 4), stars in the digital and print campaign collateral, including advertisements, flyers, point of sale material and stunning videos. The videos capture Fred’s journey of endurance through rain, snow and sunshine and ends with the simple An example of the Tested by Nature, Tested by Us marketing collateral that conveys the message to consumers that wool is resilient enough to withstand the rigours of nature and hence can withstand being washed in a washing machine. 20 OFF-FARM June 2014 BEYOND THE BALE © The Woolmark Company Pty Limited 2013. In UK, Eire, India and Hong Kong the Woolmark trade mark is a certification trade mark. GD0829 woolmark.com TESTED BY NATURE, TESTED BY US - SO IT DOESN’T TEST YOUR CUSTOMERS BY EDUCATING CONSUMERS THAT WOOL APPAREL IS EASY TO CARE FOR, THE CAMPAIGN ULTIMATELY AIMS TO INCREASE CONSUMER DEMAND FOR WOOL APPAREL.