June 23, 2006
June 23, 2006 - Wool growers from around the world have joined forces with two well-known retailers to spearhead a wool marketing campaign, the Test Marketing Project (TMP), to raise the profile of wool in the apparel market. Retailers Saks Fifth Avenue and Dillard's have signed on to educate consumers through marketing about the benefits of wool.
The TMP will begin this fall with Saks launching a new private-label women's trouser line in the finest wool. Dillard's will initially focus on woolen menswear in the southern United States, which will help reinforce that wool is a year-round fabric.
The Melbourne-based TMP project director stated, "We chose the U.S. market for the test program because we wanted to target regions with a high incidence of consumers, with high disposable income and disposition to buy quality clothes."
The American Sheep Industry Association joined to fund this project with the International Wool Textile Organization (IWTO), Australian Wool Innovation Limited and Australian Wool Services, along with trade and industry representatives from other countries.
The proposition for this promotional campaign began more than a year ago during the 2005 IWTO conference. Staff contact: Rita Kourlis Samuelson, ext. 29