India celebrates wool

26 February 2013

A celebration of Australian wool has been enjoyed in shopping malls across India during December and January, as consumers were invited to fall in love with Australian Merino wool.

Model wearing a design from International Woolmark Prize finalists Pankaj & Nidhi.
Model wearing a design from International Woolmark Prize finalists Pankaj & Nidhi.

Held for the second year running, The Woolmark Company’s Wool Celebration campaign reached out to consumers in nine Indian cities, with the aim to create an aspiration for wool fashion amongst consumers wishing to live in style and luxury.

Initial interest was generated amongst consumers via a radio campaign and a website revamp prior to the kick-off of Wool Celebration. Point of sales material was distributed to all associated brands and retailers, covering more than 1070 stores, to connect their products with the campaign. The collateral included apparel care booklets, posters and retail staff training CD programs. The Woolmark logo was also displayed on collateral. Consumers showed a growing interest in learning about the benefits of wool and gaining a better understanding of the Woolmark brand.

International Woolmark Prize regional finalists for India, designer duo Pankaj & Nidhi, created a capsule collection with premium quality Merino wool to mark this year’s celebrations, which reflected an expression of the designers’ taste for using Merino wool.

“The Wool Celebration program is an aptly titled program as it celebrates the essence and purity of Merino wool in all its glorious versatility,” the design duo said. “From knits and weaves to embroideries and textures envisaged in a vast and rich colour palette, it is a visual and tactile treat for the senses."

Pankaj & Nidhi’s collection was highly appreciated by consumers across all locations and the media also showed great interest in the designs, which featured in a variety of publications.

Innovative products from leading brands were also on display, with ColorPlus, Monte Carlo, Gadoni of Italy, Shingora, Park Avenue and Raymond joining the campaign. Apparel care brands Whirlpool and Godrej Ezee Care, whose products are Woolmark certified, were also closely associated with the campaign.

Swapan Dutta, President-Retail of leading wool knitwear brand Monte Carlo, said he believes campaigns such as Wool Celebration are vital for the promotion of woollen apparel.

“I think the winter campaign was brilliant and gave a huge boost to wool-based brands like ours,” Mr Dutta said. “I feel that such informative programs will go a long way in promoting wool-based garments.”

The Woolmark Company’s country manager for India, Amir Sheikh, said it is very important to educate and increase the awareness of young Indian consumers who know very little about wool and highlight it as both a fashion and luxury element.

“Forty per cent of Indians are below 30 years of age and they don’t really care what they are buying except fashion brands. With these events we intend to increase the level of awareness of wool, by associating it with leading brands and designers and position wool as a premium and luxury fibre. The campaign also helps consumers understand the different attributes of wool and the importance of the Woolmark for quality assurance and in turn increase the demand for Australian wool.”