Woolmark Company, the world's leading wool textile organisation, plans to weave a branding campaign to woo Indian consumers and create awareness about the fibre. The company, which is running a $6.6-m test-marketing project in the US, where it has tied up with retailers like Saks Fifth Avenue and Dillard's, has similar plans for India.
The company, which has found wool endorsers in international designers like Donna Karan and Valentino, is trying to involve Indian fashion designers to promote woollen apparel.
“The priority regions for us are the USA, India, China and eastern Europe,“ says Brenda McGahan, executive director, Woolmark. Ms McGahan, who is on her first visit to India, says the country has an edge with its unrivalled craftsmanship. India's current woollen exports stand at Rs 6,000 crore.
Woolmark, which is likely to launch the branding campaign next year, is already involved in activities like fashion shows, retailers' meet and design seminars in India.
Woolmark is also increasing the number of licensees in India. “By next year, we hope to have about 250 Woolmark licensees, which will carry our logo on their products,” she said.
It is also eyeing the sportswear category as a potential growth driver, and India, Ms McGahan said, can play a big role in that category.
Going forward, awareness and innovation will help wool regain the market share it has lost to synthetic fibres. “We have been approached by Germany-based Lenzing Group to blend their cellulose fibre Tencel with wool. We are working on similar innovations in terms of how wool is used and promoted,” said Ms McGahan.