Cool Wool launch aims to extend selling season

INDIA: Cool Wool launch aims to extend selling season

By Richard Woodard | 20 March 2013

The Woolmark Company is aiming to extend the wool selling season all year round with the launch of a reinvigorated Cool Wool global campaign.

The campaign, which is now making its debut in India following launches in Europe and the Middle East, aims to give consumers a greater understanding of the “natural performance benefits” of Cool Wool when worn in the hotter months.

The modern Cool Wool campaign is focused on the introduction of lighter weight fabrics and yarns, following the drawing up of new specifications.

The consumer campaign launch in India includes a range launch at the In-Fashion 2013 trade event, plus a retail partnership with The Raymond Group through outlets in selected cities.

“Our participation [at In-Fashion 2013] is an initiative to reintroduce the concept of Cool Wool to the Indian trade with the aim to expand the participation of manufacturers and brands in future,” said Amir Sheikh, Woolmark Company country manager for India.

Sectors: Apparel, Fibres & fabrics, Retail