Woolmark to Target U.S. Market

August 26, 2005

    August 26, 2005 -- The Woolmark Company has unveiled a $6.6 million marketing campaign to try to lift demand for Australian wool.
    The campaign will initially target men's and women's clothing in the United States and, if successful, could be expanded to other markets overseas.
    Head of Woolmark, Brenda McGahan, says she understands grower skepticism about marketing.
    "What happened in the wool industry was we lurched almost from one extreme to the other, and when we had a look at it, there's been a parallel decline in wool volume and wool value, paralleling the time that the marketing funds were switched off."
     The campaign will be funded through a grower levy, and by research and development group Australian Wool Innovation.

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