September 15, 2006
September 15, 2006 - The international wool industry and two high-profile apparel retailers in the United States began the launch of the Test Marketing Project (TMP) this week.
World famous retailer, Saks Fifth Avenue launched the TMP at a major industry event along with its "Want It" promotional campaign at its flagship Fifth Avenue, New York store on Wednesday evening. The campaign is based around the key "must have" items for the fall/winter season in which wool will be center stage as the fiber of choice in women's suites, and high fashion textured knits with a flow to menswear.
The TMP represents a $US6.6 million collaboration between the Australian Wool Innovation, the International Wool Textile Organization and the Australian Wool Services along with support from 14 different countries. The goal of the project is to test the degree to which consumer marketing can have a measurably positive impact on wool volumes. The TMP will target the end consumer to create demand for wool apparel by influencing the influencers to ensure wool-apparel products are available for sale and that purchases are stimulated at point of sale.
The second stage of the TMP will be launched with Dillard's department stores in October. A post-pilot evaluation is due to take place in early 2007.
Staff contact: Rita Kourlis Samuelson, ext. 29