The Woolmark Company has released a new campaign to promote Australian Merino wool to the domestic market.
The 30-second advertisement will be rolled out across free-to-air and digital TV, which will also include a social media campaign to generate local pride in Australian wool.
The Woolmark Company MD John Roberts said that wool used to dominate the performance sector in the 1950s, but was quickly replaced by cheap synthetic alternatives in the 60s.
“Yet no other fibre - natural or man-made - can mimic all of Merino wool’s innate performance abilities including breathability, thermoregulation and moisture wicking properties,” Roberts said.
“We want to remind Australians to go out and support their industry by choosing Australian Merino wool products.
“The Australian wool grower is the unsung hero of the sustainable fashion and sports movement, and we are seeing an increase in demand for Australian Merino wool as brands transition towards more sustainable and circular products.”
The short film shows scenes of Australian landmarks, like Sydney’s Blue Mountains, as well as dramatic scenes that showcase the benefits of Australian wool. This includes the durability of wool for military and first-responder personnel.
As well as its durability, Australian Merino wool harnesses a range of eco-credentials such as renewability and biodegradability, making it a sustainable fibre.
The film ends by paying homage to the history of Australian wool, as well as the 60,000+ wool growers across Australia.
“Whether you’re scaling a mountain, battling mother nature, or seeking comfort and quality, Australian wool growers are there for consumers every step of the way,” said Roberts.
“We want to shine the light not only on the world’s best fibre, but the tens of thousands of men and women who grow it.
“Many remote, rural and regional communities continue to be supported by Australian wool-growing, with more than 60,000 Australian wool growers and many tens of thousands more working in the industry.
“These are the people who grow your clothes, who grow the best wool in the world.”
Some of the Australian brands featured in the new campaign include IO Merino, Merino Country, Sportscraft and Pure Baby.
Australia is the world’s largest supplier of Merino wool, supplying 90 per cent of all wool used for fine apparel.
Notable marketing shift
With the Australian wool industry seeing more than 95% of its trade through overseas markets, the new campaign focusing on Australians is a notable shift for Woolmark.
According to Roberts in a recent article by Ragtrader, Woolmark doesn’t spend a lot of marketing dollars within Australia, “because most of our demand is in the northern hemisphere.”
“And the other thing is, most Australians know what wool is,” Roberts continued. “They identify with wool, they know that we're the best wool growers in the world. And there's a national pride behind wool here.
“Certainly, in other jurisdictions, wool isn't as well known, or it isn't as close to their heart.
The move also comes as Roberts recently noted a major shortage in skilled labour within the wool industry, particularly among shearers.
Matched with this are disruptions to supply chains, which are being driven by China’s ongoing covid-zero policy.
“The cost of containers has gone up dramatically as well because they're harder to get ahold of,” Roberts had said.
“Even a lot of the European brands who process product out of China are experiencing huge delays of up to three months or so. It's really slowed things up for sure.
“That said, demand is still good. The wool prices are pretty solid, which is great for our farmers.
“Most of the wool that went to China was value added and then left China.
“We also know most of the wool that goes to China, more than 50% of it stays in China, and it actually goes through the retail.
“So, they're not just a manufacturer, they're also a big consumer now.”