Woolmark Company out to “change misconceptions” around washable wool
30/08/2013
“Research shows that consumers value ease of care, and strongly associate wool with being hard to care for,” the Woolmark Company, run by woolgrowers’ marketing body Australian Wool Innovation, on announcing the new campaign. “But the washable wool campaign aims to change these misconceptions and runs with the tagline ‘Tested by Nature, Tested by Us’.”
It is asking brand partners to add washable wool to their garment ranges, wool specified to ‘machine wash’ or ‘machine wash and tumble dry’ standards, arguing that as consumers are educated about wool’s easy-care properties, appeal at point of sale will increase.
“This campaign is about stopping consumers associating wool with hand wash or dry clean and emphasises the washability aspects of wool,” said the Woolmark Company’s category manager for apparel care, Cathryn Lee. “All products must be tested and comply with the specifications, which will give customers assurance of quality and peace of mind.”
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