Australian Wool Innovation (AWI) announces that the wool industry's major Test Marketing Project (TMP) has achieved a key milestone with the selection of two key retailers to spearhead a forthcoming US autumn season wool marketing campaign.
The TMP, collaboration between three peak wool bodies to pilot a program to lift demand for fine and superfine wool, nominated the US for its project due to both the size of the potential market and the relatively unknown nature of the benefits of wool as an apparel product.
The first of the retailers, is a well known and prestigious high-end national retailer, the other a mid-tier national retailer. Together, they generate sales of US$10 billion from more than 380 stores across the US. The names of the retailers have been withheld at this stage for reasons of commercial confidence and sensitivities.
The top-end retailer will help to create a premium, luxury positioning for wool by including key wool fashion items in its autumn Marketing campaign which begins in September 2006. The mid-tier retail campaign, which will begin in late October 2006, will play an important role in delivering wool apparel sales volumes.
Both retailers met the TMP's key selection criteria that included the ability to range wool apparel of appropriate (high) quality, willingness to undertake an integrated campaign encompassing in-store, direct mail, special events and website, agreement to educate their buyers and sales associates, an ability to measure results; and interest in ongoing innovation.
marketing@alchempro.com
