The Woolmark brand’s diamond anniversary
The world famous Woolmark brand – owned by Australian woolgrowers – is this year marking its 60th anniversary. The Woolmark logo’s enduring appeal continues to deliver significant returns to Australian woolgrowers through its use in the Woolmark Licensing Program as well as marketing campaigns.
When AWI acquired The Woolmark Company in 2007, AWI and the woolgrowers that own the company became the owners of the Woolmark brand, the world’s best known textile fibre quality brand.
The Woolmark brand and its iconic logo have now been in operation for six decades. It was launched in 1964 by the International Wool Secretariat (IWS) as a symbol of the universal appeal and quality of wool, and in response to the major threat to the global wool industry posed by the rise of synthetic fibres in the post-war period.
Sixty years later, Australian woolgrowers continue to benefit from its use by AWI and its subsidiary The Woolmark Company in promoting wool globally.
“The core values of the Woolmark brand – quality, innovation and respect for the environment – are very much aligned to the needs and desires of contemporary consumers looking for a new idea of luxury which is both more authentic and eco-conscious,” said AWI CEO, John Roberts.
“Our network of offices in key markets across the world use the Woolmark brand to promote these core values that represent Australian wool, for the benefit of Australian woolgrowers who own the iconic logo.”
“The Woolmark logo has proved to be a great asset for promoting wool during the past 60 years – and continues to provide solid value in building awareness of the benefits of Australian wool and supporting demand for the fibre.”
- John Roberts, AWI CEO
Woolmark Licensing Program
The Woolmark logo attached to a wool product provides customers with an assurance of quality for the product, thereby helping persuade shoppers to purchase it.
The value of the brand is well established and highly regarded across the world in the apparel, interior textiles and home laundry sectors. Since the logo was created in 1964, more than six billion wool and wool care products have been certified for quality through the Woolmark Licensing Program.
When attached to a product, such as on a sewn-in label or a swing ticket, the logo provides customers with guaranteed wool fibre content and an assurance of quality for the product. To ensure quality standards are maintained, The Woolmark Company has a comprehensive set of specifications that products must meet or exceed to gain the Woolmark quality certification.
The Woolmark Licensing Program covers clothing, fabrics and yarns, as well as bedding, carpets, accessories, sheepskin, furnishing fabrics and footwear. In addition, The Woolmark Company certifies products for apparel and home care such as wool detergents and cycles on washing machines, dryers and irons.
By providing quality assurance to customers, the Woolmark Licensing Program is helping to support and increase the demand for wool. The Program also provides AWI with a source of revenue.
Woolmark logo adds value to marketing programs
The iconic Woolmark logo is used in marketing campaigns by The Woolmark Company and its brand partners to build awareness of wool’s benefits and drive wool purchases at retail.
As well as being essential to the Woolmark Licensing Program and the marketing of Woolmark-certified products by licensees across the world, the Woolmark logo is pivotal to much of the marketing that The Woolmark Company undertakes to build awareness of the benefits of Australian wool and increase purchases of wool products by consumers.
This includes the use of the Woolmark logo in joint marketing campaigns with brands and retailers, such as those included in this edition of Beyond the Bale about Australian brand Sportscraft.
The logo is also used in The Woolmark Company’s own marketing and education programs such as the International Woolmark Prize, the Woolmark Performance Challenge, and the Woolmark Learning Centre, plus campaigns like the ‘Wear Wool, Not Fossil Fuel’ eco-campaign.
AWI and its subsidiary The Woolmark Company are marking the 60th anniversary through its digital and social media channels.
More information: www.woolmark.com
See below for examples of how the Woolmark logo has been used to promote wool during the past 60 years.
This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.
