Aussie Merino wool showcased on US TV
The Woolmark Company recently teamed up with popular US television talk show The Balancing Act and US womenswear brand Wool& to promote the natural benefits of Australian Merino wool, which increased sales of the brand’s Merino wool apparel.
The Balancing Act is America’s premier morning talk show with more than 20 years of success hosted on Lifetime Television. It is one of the most watched television channels in the United States, reaching 83 million households with an episodic viewership of 350K+ per episode.
The Woolmark Company partnered with The Balancing Act and Portland-based apparel brand Wool& on a live TV segment titled ‘Sustainable Clothing: Understanding the Impact of Natural Fibers for your Health and the Planet’, broadcast during Earth Day month in April 2023.
The Balancing Act and Wool& share a similar audience, females in the age range of 25-55 who are interested in learning new ways to improve their overall wellbeing.
“When purchasing new clothes, checking the label is a great place to start as it’s essentially a brand’s promise to you, the buyer. Choosing natural fibres over synthetic fibres can make a huge difference in protecting our land, waterways and ocean against pollution. Also, it just feels better to wear natural breathable fabrics.”
Christina Nicholson, The Balancing Act TV show host
The segment aired twice, and was promoted across The Balancing Act and Wool& social channels and web. It received strong engagement from both brands’ audiences, and succeeded in creating consumer confidence in purchasing Merino wool, demonstrated by the uplift in Wool& sales after the segment’s airing.
The Balancing Act TV show host Christina Nicholson with Wool& Community Manager Rebecca Eby showcasing a range of Wool& apparel made from Australian Merino wool.
The Community Manager of Wool&, Rebecca Eby, spoke on the show about how wool is a 100% natural, renewable and biodegradable fibre and therefore better for the environment. She also highlighted that the Wool& clothes are lightweight, soft next to the skin, and are odour resistant meaning they require less laundering.
Wool&, which was launched in 2018 as the sister brand of Wool&Prince (see below), has previously worked in partnership with The Woolmark Company to develop a traceable supply chain using Merino wool sourced from Australia.
“Wool& is partnered with Woolmark which is the global authority on wool, so our wool meets really high standards.”
Rebecca Eby, Wool&, speaking on The Balancing Act
Wool& continues to expand its range of very wearable, everyday apparel – dresses, tops and bottoms – and increase its consumption of Australian wool as the demand for its clothing continues to build.
More information:
www.wooland.com
www.thebalancingact.com
Wool&Prince menswear brand
Wool&Prince was famously launched in 2013 when its founder, Mac Bishop, successfully wore his Merino wool shirt for 100 straight days without washing or ironing, proving the easy-care and versatile nature of the fibre.
From a single shirt product, the brand’s range has expanded massively to include several shirt styles, other base-layer tops (including T-shirts, Henleys, polos), mid-layer tops (including sweatshirts, hoodies and pullovers), and other products such as shorts, sweatpants and underwear. But high-quality Australian Merino wool remains at the heart of the brand.
(Photo: 100% Merino wool button down shirt.)
This article appeared in the September 2023 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
