The Woolmark Co. has launched an e-commerce marketplace on its consumer-facing Web site, Merino.com, highlighting merino wool products for consumers globally.

Called Merino Shop, the online tool is powered by ShopStyle and allows consumers to browse the finest wool clothing and accessories from around the world. The site was designed and developed by digital marketing agency Lowe Profero.

“Merino.com is our primary channel for educating consumers on the benefits of merino wool through highly engaging content,” said Rob Langtry, global chief strategy and marketing officer for Woolmark Co. “The past two years has seen our digital presence significantly grow and our key campaigns are increasingly moving to a digital basis.”

Langtry said while Wool­mark’s marketing is currently about 60 percent digital and 40 percent traditional, within the next three years, it’s likely to shift toward 90 percent digital and 10 percent traditional.

The Woolmark brand is owned by Australian Wool Innovation, a not-for-profit company owned by more than 25,000 wool growers. The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry, and to increase demand and market access for Australian wool.

Recently redeveloped, Woolmark’s Merino.com Web site aims to increase consumer engagement and provide a central marketing channel for the fiber, its products and its brand image. Merino.com explores the use of merino wool, from fleece to fashion, told through the perspective of fashion designers and brands, and the clothes they create.

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