UK Wool Month – Amplifying The Wool Message
The official start of Wool Month (3rd – 30th October), formerly known as Wool Week, has gained so much momentum over the years that is now runs for a full month, with events even taking place during September!
With more activity than ever before it is hoped that this will help amplify the wool message to consumers and help drive new demand for British wool.
Graham Clark, director of marketing at British Wool explains “This is without doubt our busiest Wool Month with numerous events working with both the Campaign for Wool and a number of our licensee partners. We will also be very active across all of our social media platforms and are running an advertising campaign on our online shop to help drive sales.”
Ahead of the official launch 3 events were held in the last week of September:
- A press breakfast morning with Woolroom headed up by ex BBC presenter Louise Minchin talking about the benefits of wool and sleep with an emphasis on the menopause.
- The launch of British Wool’s new consumer campaign “What on earth are you wearing?” in Manchester’s Piccadilly Gardens, where the team along with social media influencer, Aja Barber, were engaging with consumers about fast fashion on the back of some recently commissioned market research on the subject.
- The launch of a new M&S wool collection at Salts Mills.
Graham continued “Other planned events for Wool Month include the official launch at Saville Row where we will be showcasing a broad range of our licensee partners’ products (5th Oct), Grand Designs at the NEC where we will be pushing British wool rich interior products direct to the consumer (5-9 Oct), the launch of a VR experience and new short film about Harris Tweed Hebrides in Walker Slater’s Covent Garden store (12th Oct) and an on farm event in conjunction with the FUW where we will be talking about our traceable wool scheme alongside the premium mattress manufacturer Harrison Spink (25th Oct).”
“Alongside the planned events we will also be launching a raft of new products with new and current licensee partners. These include knitwear with the high street retailer Next, new bedding ranges with both Snuggledown and Slumberdown, a range of traceable wool for Vispring and new carpet ranges from Kingsmead, Crucial Trading and Brockway.”
“All of this activity ensures we continue to promote the amazing qualities of British wool to consumers. For more information on our activity for Wool Month please follow our social media channels @Britishwool” Source: British Wool