The Woolmark remains a "powerful brand - important in the building of consumer confidence" according to a survey that quizzed 130 leading retailers in l3 countries.

"This is especially in the case for easy-care clothing," said The Woolmark Company's Ian Hilton. He added that the awareness of the sub-brand name and logo indicating machine washability was as high as 87 per cent of the sample, with the highest demand for machine washability occurring in the knitwear sector.

However, 44 per cent of those questioned are now also looking for machine washability even in tailored garments.

According to the survey, which was carried by a quartet of independent researchers based in Europe, the USA, Japan and Australia, 79 per cent of buyers want to see the Woolmark logo on garments and 89 per cent believe that its presence actively improved sales.

A massive 96 per cent associated Woolmarked garments with high quality and 80 per cent remarked on the consistency of standard that the Woolmark Company and its predecessors had maintained over the years.

90 per cent of the buyers wanted the Woolmark to be clearly visiible on garment labels and 80 per cent specifically asked for distinguishing swing tags.

By Sonia Roberts.

To view related research reports, please follow the links below:-

Wool & Knitwear

Clothing Manufacturing