Saks and Dillard's Go Wool

August 18, 2006 - Luxury high-end retailer Saks Fifth Avenue and upper-tier retailer Dillard's in the South are partnering with Woolmark to launch its Test Marketing Project (TMP) in early September.

The aim of the TMP is to test the degree to which consumer marketing has a measurable, positive impact on wool volumes.

The initial Saks Fifth Avenue push of the TMP will run during September and will see extensive in-store and catalogue promotions of wool women's wear. Products have been developed and sourced, advertising and point-of-sale materials have been specifically developed and an extensive staff-training program means that sales staff will be educated in the features and benefits of wool as an apparel fiber.

Dillard's, on the other hand, has run multiple full-page advertisements promoting the Pendleton wool fall collection showing an increased interest in wool garments for the upcoming season.

The TMP is mainly funded by three peak wool industry bodies - Australian Wool Innovation, the International Wool Textile Organization and Australian Wool Services. The group has contributed US$6.6 million in global industry funding towards the project.

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