AWI will launch new Cool Wool campaign in Dubai
15/02/2012
At a launch presentation at the Première Vision exhibition in Paris on February 15, AWI advisor Peter Ackroyd said the main focus of the campaign would be to show the transeasonality of the fibre, making it suitable for all-season outdoor and mountain sports clothing, as well as for suits and jackets for city workers.
“The official launch in Dubai will be in the summer,” he said. “It can easily be more than 35 degrees Celsius in Dubai, but it’s the humidity that’s the real problem and I believe wool handles moisture much better than cotton, viscose or any other fibre. The Dubai launch coincides with an important retail season there. It will be a trial, but it is cilmactically correct for us.”
From there the campaign will move to India in October, then back to AWI’s home base in Australia in time for the arrival for the spring season there.
“Other markets are important too,” Mr Ackroyd said. “For example, Japan has embraced wool very enthusiastically in the past. Our information is that, following the Fukushima disaster just under a year ago, there will be a lot of calls in Japan for people to keep the air conditioning turned down this coming summer to place less demand on the energy supply. Wool can play an important role in helping people stay comfortable.”
AWI already has a range of jersey and woven fabrics in a trend book called the Wool Lab. Prepared by different fabric manufacturers, with weights starting at 210 grammes per square-metre, each fabric has passed a series of technical specifications to earn the Cool Wool title.
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