Woolmark takes on a fresh new look and licensee program for today’s smarter, greener world. One of the world’s best known brands, the Woolmark has been applied to more than 2 billion garments since the creation of the original mark in 1964.

A Millward Brown survey of 22,000 consumers in 10 key markets in 2006 showed more than 95 per cent of respondents recognised the Woolmark, and most associated it with high quality apparel.

“As the apparel market evolves, so must the Woolmark brand,” said Craig Welsh, AWI CEO.

Research shows consumers demand to know more about the products they use. In response to this trend, the Woolmark and Woolmark Blend brands and standards will be updated. With a fresh outlook to appeal to today’s smarter, greener consumers, the Woolmark brand’s reputation for quality is ensured for the future.

“The Woolmark has something very valuable to offer today’s consumer, particularly the younger generation who’ve not yet experienced this iconic brand, with its history of quality assurance recognised and trusted by leading retailers and consumers around the world,” said Craig Welsh.

The Woolmark logo has also evolved. Its new lines suggest movement and a lightness of texture – a key part of the brand strategy. Overall, it has been more finely crafted, showing an appreciation for design and detail which reflects that of its buyers.

“We have worked over many months to develop a brand stable that offers new and existing licensees tangible benefits for using Australian Merino wool. We look forward to working with AWI’s business partners to shape the future of what AWI believes is the world’s most luxurious natural fibre,” said Craig Welsh.

Woolmark brands

The Woolmark and Woolmark Blend brands are protected worldwide. They certify products as conforming to specific quality and compliance measures, recognised in major global markets.

Superior Merino

Representing some of the world’s best apparel fibre, the Superior MerinoTM brand assures consumers they are purchasing a garment made from 100 per cent Merino wool, with a minimum of 70 per cent verified Australian Merino wool.

The Superior Merino brand applied to garments informs buyers of the quality of Merino used, verifies its origin, and defines its outstanding suitability for the wearer experience.

Superior Merino Blend

Products carrying the Superior Merino Blend brand are guaranteed to contain a minimum of 50 per cent verified Australian Merino wool and conform to the standards set for the product. Superior Merino Blend offers innovative high performance fabrics, which maintain the natural qualities of Australian Merino wool.

In support of the new Superior Merino and Superior Merino Blend brands, AWI will continue to roll out industry-first corporate social responsibility (CSR) programs and a Verification of Australian Merino (VAM) system, which will integrate the highest standards of compliance, traceability and quality.

Designed to give confidence to retailers and consumers worldwide, this program will enable garments to comply with world-leading standards of environmental and labour practices, from the farm to the retailer.

Looking to the future, AWI will focus on positioning Australian Merino as the highest quality fibre for apparel products. In response to changes in consumer demand, strict quality control will be enforced, random testing conducted and quality audits carried out at both trade and retail levels.

Marketing partner support

As a not-for-profit public company, AWI reinvests its partners’ marketing contribution in the marketing of this natural fibre. Instead of simply selling licenses, AWI now has the added capability of working one-on-one with its club members, as marketing partners, to increase global demand for Australian Merino and Australian wool.

Club members can access a range of services specifically developed to increase the demand for Australian wool products and enhance partners’ profits. AWI refers to these services as KIM: Knowledge, Innovation and Marketing support.

Knowledge

With more than 20 offices worldwide, AWI boasts an extensive global network dedicated to providing expert advice on areas such as supply sourcing, market intelligence, consumer research, environmental compliance and seasonal trend and colour forecasting.

Innovation

AWI delivers premium value-adding innovations by operating as an external research and development provider to its business-to-business partners. This includes releasing seasonal Merino innovations which can be tailored to suit specific partners' ranges and customer needs.

Marketing support

AWI works tirelessly in the global marketing arena to position Merino for wool apparel product and to assist its partners in promoting the benefits of this fibre within their ranges. This is aided by tools such as the Superior MerinoTM brand and a host of associated marketing, retail promotion and educational materials.