The largest wool marketing program ever undertaken in China is under way.

The Woolmark Gold campaign aims to position wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The campaign simply states that to dress with style is to dress with wool.

The story and heritage of Merino wool as a premium natural fibre is being told through a co-ordinated media and retail campaign.

Luxury European fabric and tailoring brands have united under a common banner for the first time in a century to sell the message. Holland & Sherry, Taylor & Lodge, Hield Brothers, Vitale Barberis Canonico, Reda, Dormeuil, Scabal and Johnstons of Elgin have recently become licensees of the highly prestigious Woolmark Gold brand.

The Woolmark Gold brand represents recognition of outstanding achievement in weaving and knitting of Australia’s finest micron wools. All partners in the programme are signatories to the International Wool Textile Organisation (IWTO) Code of Practice that guarantees declarations of micron values under the Super S system.

Heading the new marketing campaign are nine hour-long television episodes to air on the China Business Network (CBN) educating consumers about the fibre from the Australian environment in which it is grown to the skilful tailors that complete its journey at retail.

The television program will be shown on The Style Focus, China’s luxury lifestyle channel. With associated print and online media this series is expected to be viewed by 60 million consumers. The audience size reflects the rapid growth of wealth in China which is set to become the world’s largest consumer of luxury goods by 2015.

The Woolmark Gold campaign is set to run for three years.

More information:
www.woolmarkgold.com

Read the related media releases:

• Woolmark Gold campaign launched in China
• Chinese wool partners see the fibre in its natural state