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Woolmark reduces licence fee to assist partners

The Woolmark Company’s iconic certification program has expanded its accessibility to support the supply chain

13th October 2020

Innovation in Textiles
 |  Sydney, Australia


In this tough economic climate, leveraging the world’s best-known textile fibre brand has become easier, with a 50% reduction of the annual licence fee for the iconic Woolmark Certification Program.

The Woolmark Company says it is helping its supply chain partners gain access to the quality certification scheme through the fee reduction, to allow more processors and manufacturers that produce high quality wool products to leverage the reputation and authority of the iconic Woolmark symbol and thereby build and strengthen supply chain integrity and consumer confidence.

According to Woolmark, recent Nielsen data found that 85% of survey participants agreed that the Woolmark symbol ensures quality and 68% of all survey participants believed clothes with the Woolmark symbol are worth paying more for.

Recognising that the Woolmark logo signifies to the supply chain an unwavering commitment to quality and an increase in consumer willingness for purchase premiums, The Woolmark Company encourages brands and manufacturers to utilise the Woolmark Certification Program to attract and maintain customer loyalty, the company said in a statement.

All new and existing Woolmark licensees will be able to take advantage of a 50% reduction in the annual licence fee valid until June 2021, with the application fee also waived for new licensees who pay for their own product testing using an Authorised Laboratory.

“The Woolmark Company is pleased to offer financial support to both new and existing licensees in this difficult time,” says The Woolmark Company Managing Director Stuart McCullough. “The revised program will allow licensees to navigate industry, consumer and economic challenges in the current climate and promote their wool and wool-rich products to our extensive global network.”

This temporary fee relief for licensees and new business partners coincides with the launch of the Meaning Behind the Mark film - available for active licensees’ business use - shining a spotlight on the rigorous five-step process products go through to earn the famed Woolmark certification.

The Woolmark Certification Program tests and provides assurance of the quality of wool apparel, wool yarn and fabric, wool care product and wool interiors and floor coverings. It strengthens the value chain of wool textiles, providing quality assurance to licensees’ customers, Woolmark adds.

All Woolmark licensees are provided unrivalled and on-demand technical support for product and process development, supply chain optimisation and access to The Woolmark Company’s global network of brand and design partners, the company says.

Woolmark licensees can also amplify their brand awareness and product offering with swatch or yarn features in The Woolmark Company’s trend forecasting and sourcing guides, The Wool Lab and The Wool Lab Vision. Exclusive marketing promotions also include the opportunity to be championed on Woolmark’s global digital and social channels and feature in its licensee spotlight series or shop page featuring licensed product.

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