Research and Development

AWI spruiks Wear Wool Not Waste success, but extra sales….

Terry Sim January 24, 2025

 

 

 

AUSTRALIAN Wool Innovation believes there is a strong case to continue marketing campaigns to create demand and defend the fibre, despite admitting its latest ‘Wear Wool Not Waste’ campaign might not yet have generated extra sales.

AWI has reported its ‘Wear Wool, Not Waste’ campaign has wrapped up with more than 68 million views, almost double its target of 36 million views.

The eye-catching and thought-provoking campaign, released by AWI’s subsidiary Woolmark, follows the successful ‘Wear Wool, Not Fossil Fuel’ campaign.

AWI CEO John Roberts at the 2024 annual general meeting.

AWI chief executive officer John Roberts said the campaign exceeded all expectations.

“Wear Wool, Not Waste was viewed by millions internationally and it is boosting wool’s perception among consumers,” he said.

“Messages around wool’s sustainability resonated, leading to increased consideration for wool as an environmentally friendly option.

Our goal is to raise awareness of wool at a time when legislative changes are being introduced to curb the rise in throwaway fashion, which has been driven by cheap, synthetic clothing,” he said.

“AWI continues to invest in defending the fibre, ensuring wool’s benefits are understood and appreciated and that the wool is not disadvantaged in apparel rating schemes.”

AWI spent $5 million on the ‘Wear Wool Not Fossil Fuel’ campaign and $3 million on its predecessor the ‘Wear Wool, Not Fossil Fuel’ campaign.

Campaign will lead to more sales – AWI

When asked if the ‘Wear Wool Not Waste’ campaign had helped sell any extra wool for growers, Mc Roberts said:

“While this was a consumer focused campaign the important messages about wool’s sustainability are of benefit for brands and processors as well.

“As the campaign summary shows consumers are more likely to buy wool after seeing the advertisement,” he said.

“That’s a win and will lead to more sales.

“Unfortunately, with so many consumers in our major markets tightening their belts spending on a quality woolen suit, dress, jumper or shirt may be put off.”

Mr Roberts said there is a strong case to continue marketing campaigns to create more demand and also to defend the fibre.

“Next financial year’s budget is set to be 21pc less than this year.

“That will impact all parts of the company’s operations including marketing,” he said.

“AWI is working on options for 25/26 and will seek feedback from members of the Wool Industry Consultation Panel (WICP) and Woolgrowers Consultation Group (WCG) next month.”

AWI said the Wear Wool, Not Waste campaign concluded in Paris, London, Seattle, and Austin, Texas in October, with an extended presence in New York City through to 6 January, covering Times Square (during New Years Eve) and airport taxi toppers.

France showed the highest uplift in consideration and preference for wool. Younger audiences (aged 25-30) demonstrated stronger awareness and engagement compared to older demographics.

The campaign also increased the appreciation of the natural, warm, and soft qualities of wool, especially in the United States of America.

The campaign significantly increased awareness around wool as well as Woolmark brand awareness, consideration and preference across target markets (USA, United Kingdom and France).

  • +12pc increase in Woolmark brand awareness (pre vs post campaign)
  • +29pc increase in perception of wool as environmentally friendly (pre vs post campaign)
  • +25pc increase in perception of wool as more fashionable (pre vs post campaign)
  • +14pc increase in perception of wool as high quality (pre vs post campaign)
  • 63pc consideration for wool (+10% Year on Year)
  • 79pc average brand appeal for Woolmark (maintained YoY)
  • 75pc average purchase intent for wool (maintained YoY)
  • 76pc of those who saw the campaign said that the advert made them think twice about the environmental impact of my clothes (maintained YoY)
  • 81pc of those who saw the campaign said that because of the advertisement, they believe wool is gentle on the environment
  • 75pc of those who saw the campaign said that because of the advert, they would consider materials/fabrics when making a purchase decision regarding clothes.

Find out more about Wear Wool, Not Waste here www.woolmark.com/wear-wool.

Source – AWI.

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