AUSTRALIA: Woolmark launches washable wool campaign
The Woolmark Company campaign aims to dispel consumer concerns that wool is hard to care for
A new campaign highlighting the claimed benefits of washable wool apparel has been launched to help drive demand for woollen garments.
The campaign by The Woolmark Company, with the tagline “Tested by Nature, Tested by Us”, comes in response to research which shows that consumers strongly associate wool with being hard to care for.
The three-year campaign will involve an effort to persuade apparel businesses to add washable wool to their ranges, as well as educating consumers about wool’s easy care properties.
“This campaign is about stopping consumers associating wool with hand wash or dry clean, and emphasises the washability aspects of wool,” said Cathryn Lee, The Woolmark Company’s category manager (Apparel Care Group).
“All products must be tested and comply with the strict Woolmark Specifications, which will give customers assurance of quality and peace of mind.”
Woolmark-certified wool labelled as “machine wash” or “machine wash and tumble dry” is treated to prevent shrinkage, staining or fading.
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