The international wool industry and two of the most high profile apparel retailers in the United States are on the verge of launching an innovative marketing campaign, the Test Marketing Project (TMP).
World famous luxury high-end retailer, Saks Fifth Avenue will launch the TMP at a major industry event in their flagship Fifth Avenue, New York store on Wednesday night US time.
Members of the TMP's funding party - Australian Wool Innovation (AWI), the International Wool Textile Organisation (IWTO) and Australian Wool Services (AWS, owner of the Woolmark) - will attend the launch as guests of Saks Incorporated Chairman and CEO, Stephen Sadove.
Melbourne-based TMP Project Director, Brenda McGahan, said she is anticipating 'a strong and supportive response' to the launch by Saks. The campaign by Saks, promoting and selling women's garments will feature fine and extrafine wool content through until the end of November.
The TMP represents a $US 6.6 million collaboration between the AWI, IWTO and AWS (The Woolmark Company). All parties have been instrumental in the TMP's development.
With support from 14 different countries, the project's aim 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 fine merino wool apparel by influencing the influencers to ensure fine merino wool apparel products are available for sale and that purchases are stimulated at point of sale. “We chose Saks as our launch partner for some very specific reasons,” says Ms McGahan.
marketing@alchempro.com
