New Delhi, Oct 10: The Woolmark Company is going for a global launch of the new `Wool Blend' logo on October 12, 1999. Reliance Industries Ltd will receive the first licensee certificate for this logo. The new mark is in addition to the existing `Woolmark' and the `Woolmark Blend' already under promotion. While the Woolmark seeks to promote 100 per cent pure new wool products and Woolmark Blend 50 per cent and more wool content, the Wool Blend logo seeks to promote blends with at least 30 per cent wool but less than 50 per cent new wool.Significantly, to coincide with the launch of the new logo and on the eve of the winter and festive season, the International Wool Secretariat for India and South-East Asia is organising a Wool Show in Delhi on October 12. This show will comprise static display as well as fashion shows.
The Woolmark Company has also devised a new marketing strategy based on quality differentiation of formal and emerging smart casual sectors, introduction of natural performance fabric insport and active leisurewear, total easy care to meet increasing demands for convenience in garment wear and targeting major volume competitively priced apparel. This strategy has been spelt out in the document Woolmark 2005.
The Woolmark Company decided to launch the new Wool Blend logo keeping in view the changing sartorial trends and a global shift towards casualwear.Particularly, in the Indian market, the demand is mainly for fabrics with low wool content from the middle and upper middle class, which is currently estimated at 80 million.
The new trademark like the other two already in existence, is backed by a comprehensive quality assurance and licencing programme. Detailed specifications have been framed to ensure that the Wool Blend products meet consumers' expectations of quality and performance.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.