Wool industry's Test Marketing Project to attract consumers
15 Jun '06
3 min read
In a significant breakthrough, famous luxury high-end retailer Saks Fifth Avenue and mid to upper-tier retailers, Dillards have signed up to the wool industry's Test Marketing Project (TMP) – a collaboration between the International Wool Textiles Organisation (IWTO), Australian Wool Innovation (AWI) and Australian Wool Services (AWS) owner of the Woolmark.
Andrew Jennings, President and COO of Saks, reinforced his company's commitment to the project earlier this month at the International Wool Textiles Organisation (IWTO) Congress in Cairo, Egypt. He said “With your support Saks Fifth Avenue is committed to launching a new private label women's trouser line in the finest wool. We are confident if we educate the consumer and create excitement around wool, this program will be an enormous success and will lead to future collaborations between Saks Fifth Avenue and Australian wool producers ….it is only just the beginning.”
TMP Project Director, Brenda McGahan, said the TMP remained focused on selling existing garments that have high wool content.
“We chose the US 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.
“It is one of what we term, four super regions for wool consumption that are potentially worth more than US$500 billion dollars at the retail level.
President of IWTO, Michael Lemprière said that from the outsetof the TMP in October 2005, the industry consulted with Boston Consulting Group, and together developed a business case that said action must be taken to promote demand for wool. ”We are now at an important milestone in that process and with the help of Saks and Dillard's – we're testing it.”
marketing@alchempro.com
