Woolmark Logo Confusing?

September 14, 2007 - The world recognizes the Woolmark symbol but does it really know what it stands for?

A recent study, commissioned by new Woolmark owner, Australian Wool Innovation (AWI), of more than 22,000 consumers across 10 major wool-consuming markets identified two issues in regard to the Woolmark.

Leading research company Millward Brown found that global recognition of the Woolmark symbol remains high in some markets, but this recognition ranges from a high of more than 94 percent in Japan, the United Kingdom, France and Italy down to a low of only 48 percent in the United States.

AWI also report that less than half of those who do recognize the symbol globally understand that it represents clothing made from 100 percent wool or high quality wool.

Just under half of those surveyed state that a garment carrying the Woolmark symbol is worth paying more for the garment.

According to AWI, the Woolmark logo needs to change, and it is willing to spend $10 million doing so. The report has also shown potential for wool to re-brand itself in different ways.

"While wool continues to be seen as a natural and quality fiber, the research showed that consumers perceive there is a clear distinction between the term 'wool,' the generically used term to describe the fiber, and the term 'Australian Merino,' which is perceived as soft and luxurious," an AWI spokesman said.
Reprinted in part from Rural Press National Wool News

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