The campaign for wool initiative has helped the natural fibre firmly back into the minds of millions of consumers after its launch three years back. Over 600 retailers and brands have now joined the campaign across 16 participating countries with 81 retail participants in Australia this year. The global target as stated in the new Australian Wool Innovation Strategic Plan is to increase the sale of wool units per store by over 1,000 a year by 2015.
With the Prince of Wales as its patron, the ‘Campaign for Wool’ has now become a global phenomenon according to AWI's Global Strategic Advisor and President of the International Wool Textile Organization (IWTO), Peter Ackroyd. "Significant seasonal events are taking place across key markets such as the UK, Italy, Germany, USA, Japan, Korea, the Netherlands, Spain and China. Many leading international luxury brands have quickly associated themselves with our patron's strong commitment to sustainable solutions in fashion and the world of interiors at a time when consumers are increasingly seeking assurances about provenance and sustainability."
He says primary processors, spinners and weavers of wool participating in the campaign have seen strong growth in demand for wool products over the past three years as global markets continue to prioritize renewable and sustainable sourcing of raw materials.
AWI via The Woolmark Company is a key supporter of the Campaign for Wool, with AWI chief strategy and marketing officer Rob Langtry says it is a critical campaign which connects the entire wool industry; from woolgrowers to consumers. "The Campaign for Wool focuses its attention on the natural, renewable benefits of the fibre. It is an opportunity for the growers, supply chain and retailers to combine and present consumers with a superior, natural alternative for both their apparel and interiors choices."