CAMPAIGN FOR WOOL IN AUSTRALIA
Scheduled to coincide with the start of the mid-winter retail season, Wool Week, held in May, played host to a series of events, which involved the campaign’s retail partners across the country helping to educate consumers about the natural benefits of wool and increase sales of the product.
Following the success from previous Wool Weeks, Australian Campaign for Wool retail supporters created some beautiful in-store installations and window displays to help sell more wool. Major brands such as Sportscraft, Jigsaw, Kookai and M.J. Bale also championed the wool by setting up online wool shops and crafting blog posts dedicated to Australian Merino wool.
A special shopping night was also held at Sydney’s newest premium shopping hub, Macquarie Centre. A major partner for Wool Week Australia, Macquarie Centre invited the public to come and shop as it played host to 40 uniquely crafted sheep sculptures, a magnificent giant wool installation and special offers during its distinctive shopping night.
Iconic Australian designer Jenny Kee and fashion boutique Parlour X partnered with the Campaign for Wool to celebrate the launch of Jenny Kee’s new 100 per cent Australian Merino wool collection.
“The Woolmark Company continues to partner with and support the global Campaign for Wool, an initiative which from its inception has gone from strength to strength,” The Woolmark Company managing director, Stuart McCullough said. “In Australia alone, more than 30 major retailers have thrown their support behind the campaign, becoming actively involved in Wool Week celebrations with beautiful window displays and in-store installations.
With Australian designers and fashion brands having access to the world’s best Merino wool, consumers are encouraged to make conscious purchasing decisions, wearing their heart on their sleeve and support the Australian woolgrowers. The Art of Wool exhibition, which runs until August two illustrates not only the significance the Australian wool industry has had in shaping the nation, but also the true versatility of the premium and natural fibre.