This week sees the start of Wool Week (4th – 31st October). Down the years this event has gone from strength to strength and will actually run for the full month of October this year. Each year this event is used to amplify the wool message to consumers, and as part of this British Wool will be targeting consumers with a few key themes during this period; selling and promoting British wool-rich products, highlighting those organizations who have made a commitment to buy British wool, and promoting the sustainability as well as the many environmental benefits of wool and British farming.
Graham Clark, Director of Marketing, explains “We heavily promote wool throughout the year to consumers, however, Wool Week gives us an opportunity every year to launch a specific campaign to help drive awareness and ultimately the demand for British wool-rich products.” He continued “This year we have an extensive program planned with our brand partners promoting the best British wool has to offer, this includes exhibiting at the Grand Designs Live at the NEC (6-10th October) where we will be taking the wool message directly to the consumer.”
The new British Wool e-shop will also be a focus for Wool Week, as Mr Clark explains “Many of our brand partners are on the recently launched British wool e-shop, this gives us an ideal platform to sell British wool rich products direct to the consumer, something we will be promoting heavily during Wool Week.”
British Wool has recently been involved in launching a number of new products and initiatives to help drive demand and ultimately the price for British wool. These include; a major 100% carpet yarn (Wool Britannia) with the market leader in the residential carpet sector in the UK (Headlam Group Plc), a new traceable wool scheme that already includes brands such as Harrison Spinks and Devon Duvets and is being extended further to a major new customer in the coming months, plus numerous other new products such as a stunning 100% British wool kilt cloth from Lochcarron of Scotland.
Mr Clark concluded “With wool prices well on the way to recovery and the various initiatives we have been working on to drive this additional demand we have a lot to update the consumer on during Wool Week. Much of this activity will be through our social media channels, we have a growing and highly engaged audience (c. 115k) and we hope to increase this further during Wool Week. To follow our campaign and activity please follow us @BritishWool.”