Retailers back Campaign for Wool

7 June 2012

In celebration of the 2012 Campaign for Wool, retailers from across Australia came together for Wool Week, held from April 23-29, to coincide with the start of the mid-winter retail season.


Wool Week involved a host of events and retail promotions. In true farm to fashion style, the events began with an ‘urban farmyard’ on the forecourt at Sydney’s historic Queen Victoria Building (QVB) shopping centre.

Sheep shearing demonstrations entertained the public; children marvelled over adorable lambs in a pen underneath the grandiose QVB dome; and models mingled with the public, showcasing the latest wool fashions from retailers including Country Road, Karen Millen, Saba and Sportscraft.

The Woolmark Company CEO Stuart McCullough said the campaign this year in Australia was building on the initial success achieved in 2011.

“The collaboration and communication between those involved in the entire wool production pipeline is what continues to make this global campaign a success, both internationally and within Australia,” Mr McCullough said.

“Here in Australia we have a wonderful story to tell, and as a united industry we have been able to do so. Australian woolgrowers produce the finest wool in the world and this campaign is highlighting in shops around the country the wonderful end-products of woolgrowers’ hard work.

“It’s fantastic to see so many retailers here in Australia getting involved in the campaign and stocking wool apparel and interiors products on their shelves and in their showrooms.

“It’s through programs like the Campaign for Wool that we aim to lift the profile of wool and return some profitability to Australian woolgrowers.”

The Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is a global campaign that aims to encourage manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre’s environmental benefits.

Information about how Australian retailers and business owners can get involved in the campaign is available on the Campaign for Wool website. Marketing collateral, such as shop window decals and in-store showcards, is available to encourage customers to buy wool products. By registering your support of Campaign for Wool, you are joining a global campaign.