GAZMAN collection highlights Australian wool

GAZMAN is an Australian menswear fashion brand and retailer that provides contemporary and classic garments for all generations. GAZMAN was launched in 1974 and is one of the most trusted menswear brands in Australia, having customer service, quality and value at its core.  

The brand is part of the Australian and family-owned Austin Group, which also owns womenswear brand Cable (see the article in the previous edition of Beyond the Bale) and women’s designer clothing brand Perri Cutten. 

In addition to its online store, GAZMAN operates a network of nearly 100 retail stores across Australia including in regional areas, from Armidale to Albury, Wangaratta to Wagga.  

In May, GAZMAN launched a Woolmark-certified Australian wool collection. Named the Woolmark Edit, the collection featured a range of stylish and timeless jumpers and tops made from 100% Merino wool, 100% lambswool and wool blends. 

“As an Australian-owned brand, we’re proud to support one of our greatest natural resources, wool,” said GAZMAN’s General Manager Marketing & Customer Experience, Wesley Kerr. 

“With our Woolmark range, we highlight Australian wool at its finest – naturally soft, breathable, and made to last. It’s a timeless material that reflects our commitment to premium quality, comfort, and effortless style. 

“Woolmark certification gives our customers added confidence in the quality of our knitwear. It’s a globally recognised symbol that reinforces the performance, durability, and care built into every Woolmark-certified piece, which provides our customers with peace of mind.” 

GAZMAN’s marketing campaign 

GAZMAN’s promotion of Woolmark-certified garments made from Australian wool. 

GAZMAN’s digital and social media marketing campaign included a promotion on the GAZMAN website’s homepage, plus a landing page dedicated to the collection where all the products were featured and customers could purchase them.  

There were also links to a page highlighting what Woolmark certification means and the benefits it provides for consumers, plus another page on how to care for Merino wool apparel including laundering and storage tips. 

In-store promotional collateral was also part of the marketing campaign, and the collection was featured in the GAZMAN winter catalogue, available in hard copy as well as online. 

Training retail staff about wool 

In May, Woolmark provided training about wool and Woolmark certification to 75 of GAZMAN’s retail staff across two sessions, with a focus on the new collection. 

“The session provided great information about wool’s features and benefits, care, and sustainability,” said GAZMAN’s General Manager Retail, Sue Foyster. 

“Our store managers were very impressed with the training content and delivery by Woolmark, with many commenting on their increased knowledge and confidence that they could pass on to customers. 

“Some of our managers went on to visit the online Woolmark Learning Centre as they were keen to learn even more. 

“The training session has now been made available to all GAZMAN team members and will form part of our onboarding training for new team members.” 

More information: www.gazman.com.au/collections/woolmark-edit  

This article appeared in the Spring 2025 edition of AWI’s Beyond the Bale magazine that was published in September 2025. Reproduction of the article is encouraged.