Skip to main content

Your internet browser is out of date and not supported by this website. For the best viewing experience on wool.com, please update your browser to one of the options below.

Welcome to Wool.com

An innovation hub for the woolgrowers of Australia

You may also be interested in

18.06.2021 Source: AWEX
AWEX EMI 1448 +55
Micron 17 2589n +97
Micron 18 2184 +101
Micron 19 1799 +68
Micron 20 1489 +70
Micron 21 1374 +78
Micron 22 1303n +54
Micron 26 765 +25
Micron 28 498 +9
Micron 30 405 +6
Micron 32 260n +22
MCar 946 +17

Korean fashion label promotes Australian wool

Korean fashion label promotes Australian wool

Fast Facts:

  • Leading Korean brand Andersson Bell created more than 20,000 Australian wool coats, sold through more than 250 retailers.
  • The collection showed Korean consumers that wool is not only a fibre for traditional tailoring.
  • The sales of Andersson Bell increased 20% year-on-year since the collaboration.

The project:

The Woolmark Company partnered with a leading Korean contemporary unisex brand Andersson Bell to promote its Autumn/Winter 2018 coat collection made from Merino wool.

We delivered:

Through the collection we showed young customers that wool is not the fibre that we can use only for traditional tailoring, but an innovative fibre for contemporary fashion.

20,000 units of Merino wool coats were manufactured by Woolmark licensee Aztech WB and carried certified tickets to show the customers the collections are certified by The Woolmark Company.

The result:

  • More than 20,000 wool coats were sold through more than 250 online select shops.
  • 2 Commercial films were created and posted on Instagram magazine (Vogue, W and ELLE) with more than 57,000 viewers and 16,000 likes.
  • More than 1000 attendees to the launch event including retailers, media, celebrities and influencers
  • 26 online media coverage about the collaboration
  • 25 influencers uploaded 40 postings about the collaboration and benefits of wool, generating more than 71,400 likes
  • Total PR value was AU$336,102 and the total reach was AU$427,569
  • The sales of Andersson Bell has increased 20% year-on-year since the collaboration.
Articles That Might Interest You
US Marketing Campaign Feel Merino
The Woolmark Company has launched the US marketing campaign, Feel merino, to educate consumers about wool’s benefits for sportswear. Read more
Wool is the answer to plastic-free fashion
AWI continues to drive demand for Australian Merino wool, championing the eco-credentials of the fibre as the answer to plastic-free fashion. Read more
Mind Body Green partnership
AWI’s marketing arm Woolmark partners with Mind Body Green to champion the eco-credentials of Australian Merino wool. Read more