The Woolmark Company launches joint campaign with Il Gufo at Pitti Bimbo

16 July 2013


The Woolmark Company’s Mothers and Babies program was once again on show at the world’s most important international fashion event for children and teenagers, Pitti Bimbo.

Held in Florence in June, the 77th edition of the show attracted 5800 global buyers along with just under 10,000 international visitors. For The Woolmark Company the show acted as a platform to launch its new brand, Woolmark Nurture, and highlight the new set of strict specifications associated with this brand, ensuring optimum health and wellbeing for babies and children.

The Woolmark Company reinforced its presence at the exhibition with a new stand, conceived to offer a “wool experience” to exhibitors and visitors, mixing science and entertainment to highlight the natural qualities of the woollen fibre and its benefits in childrenswear.

In its new booth, The Woolmark Company introduced items from the Merino Mini collections which have been created to showcase product development ideas and innovations to the industry. This was through samples of jersey pieces and bodysuits, knitted pullovers and pants, blankets and other garments, produced using the finest Merino wool.

The Woolmark Company also hosted an industry event the first night of the show, building and strengthening relationships as well as connecting industry partners to key brands.

A joint advertising campaign with Italian luxury children’s brand Il Gufo was also launched, focusing on the wool capsule collection resulting from the collaboration between the two brands, which started in 2012.

The partnership has seen the development of a colourful collection of 100 per cent Merino wool jumpers, which enhance the natural qualities of the fibre. The campaign represents the positive values The Woolmark Company shares with Il Gufo, proposing a joyful image of childhood and a modern concept of childrenswear.

The campaign was aired globally from August, supporting the launch of the collection in Il Gufo’s eight flagship stores, more than 750 wholesalers and four shop-in-shops, in nine countries.
According to The Woolmark Company Chief of Global Strategy and Marketing Rob Langtry, it is the common values and beliefs shared by the two companies which provide the backbone to this new campaign. 

“The Woolmark Company is proud to grow the partnership with Il Gufo, a brand with which we share values of excellence, innovation and commitment to quality, through the launch of a joint International advertising campaign which celebrates the beauty of Merino wool,” Mr Langtry said.

“It is a new step in educating consumers on the benefits of wool in childrenswear.

“Coherently with the corporate mission of increasing awareness and demand in favour of wool, the company will continue to promote wool in the Mothers and Babies category, supporting the best brands through product development innovations and educating the players of the supply chain, from retailers to consumers.”