Test Marketing Project Set to Launch in US : The groundbreaking Test Marketing Project (TMP) is poised to launch during early September, partnering with luxury high-end retailer Saks Fifth Avenue and middle to upper tier retailer Dillards in the South the following month.
The aim of the TMP is to test the degree to which consumer marketing has a measurable, positive impact on wool volumes.
“The person we are targeting in the TMP is the affluent and educated woman consumer,” explains Woolmark Company Executive Director, Brenda McGahan. “The TMP is a diagnostic exercise to determine what's strong about wool and what's wrong about wool in the US market.”
The initial Saks Fifth Avenue push of the TMP will run during September and will see extensive instore and catalogue promotions of wool women's wear.
Mid to upper-tier retailer Dillards will join forces with the TMP for their own strategic promotional program during October-November.
European Knitwear Workshops Continue to Influence Industry: For the seventh season in a row, Woolmark Europe has held a series of knitwear workshops in Germany, Italy, UK, Ireland, Spain and France with 200 participants from companies such as Next, Debenhams, Alain Manoukian, Balenciaga, Lacoste, Escada, Burlington, Wolford and JOOP.
A little further afield, Woolmark has just hosted representatives from 60 companies to knitwear workshops in Turkey and Istanbul.
The workshops provide practical information to manufacturers, designers and retailers, offering the kind of technical and marketing knowledge they need to work better with wool.
The next workshops for the northern hemisphere's Spring/Summer 2008 are scheduled across Europe for January/February 2007.
The Woolmark Company Pty Ltd
marketing@alchempro.com
