January 19/26, 2015; Volume 28/Number 15
By Bridgette Kelly
This year promises to be another excellent year for the Campaign for Wool. Following the launch of our Green Sheep promotions at Surfaces last year and the feedback we have had since, we believe there is a lot of opportunity ahead for everyone in the world of wool carpet.
This promotional platform initiated by his Royal Highness the Prince of Wales continues to gather momentum internationally; it is now active in 15 countries with its inspiration and educational flagship promotions. But the U.S. continues to be at the center of our strategic plans to make a difference for naturally grown wool.
Education is central to the plan as it is the firm belief of the Campaign for Wool that the many compelling benefits of wool are the most important in building greater interest at the retail and consumer levels. Investing in wool over other fibers is all about understanding the reasons for the cost and quality differential. And the benefits that wool provides, as well as the luxurious and durable qualities that it brings to the floor, are intrinsic to that.
Making it easy for everyone to find wool is also at the heart of our plans for 2015. As part of that goal, the Campaign has launched OneWool Gallery to make the journey to wool interiors easier. This stylish website acts as a central point for wool manufacturers and brands so they effectively have a gallery window in one easy-to-find location. The ‘click and connect’ approach simplifies the route for retailers that want to find what wool products are available in the market.
“Stronger, Smarter, Safer” is the empowering Green Sheep message for this new year, and as part of this rollout we will be showing the new Campaign for Wool Fire Retardant Safety film during Surfaces, which will then be available to retailers that express their interest in using it. A fire test was done to prove how wool performs in a fire situation—self-extinguishing despite repeated attempts by fire officers to make it flame. It was filmed in the Prince of Wales’ private gardens in central London and attended by carpet and fabric manufacturers from across the world, including the U.S. Seeing is believing—or so they say—so I urge wool retailers to take a look at this remarkable short film. It will certainly show you why wool is the No. 1 choice for contract locations across the world.
We understand the need for retailers and wool brands to explain the assets in a simple, stylish and uniform way. The campaign feels this is something that will help give wool a higher profile in the retail showroom and design studio, and with the customer, whomever it may be.
Our Green Sheep promotions are completely generic and are always designed to be meaningful in our support. However, we want to grow the reputation of wool as the superior natural fiber for flooring and to do that we think we need to upgrade the image and inspire the market.
The bold visual identity of Green Sheep is dramatic and eye-catching; feedback has been extremely positive on this. We wanted to give retailers something bold and exciting—a story that speaks for itself and engages the consumer instantly. There is a lot to be done but we look forward to working together as the Campaign for Wool moves forward.