This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

China Embraces The Luxury And Fineness Of Woolmark Gold In A Collaboration With Johnstons Of Elgin

SYDNEY, April 12, 2013 /PRNewswire/ -- The Woolmark Gold China marketing campaign incorporated traditional, digital media placements and consumer engagement that included print advertising, social media campaigns, online advertising and a Woolmark Gold display pop-up store in one of the busiest high-end shopping malls in Shanghai. The campaign ran from early December through to the end of March and was designed as an education communication strategy to introduce Chinese consumers to the natural benefits, unique qualities and versatility of extra fine Australian Merino Wool.

The print campaign was brought alive by a dedicated web site '' offering a range of consumer films dedicated to the key messages and aesthetics of Woolmark Gold products and the association with luxury, high-end consumer products. As well as information and film footage of the heritage and craftsmanship that is a pre-requisite of Woolmark Gold garments. In doing so, the films take the Chinese consumer on a journey to the UK and European weaving mills highlighting the transformation from fibre to fabric, including footage from the Johnstons of Elgin mill in Scotland.

To date, through media and, the campaign has reached over 90 million high end apparel consumers across China. The campaign will be extended this year to include partnerships with leading high end apparel brands and bespoke tailors across China.

"Woolmark Gold has been very well received by high end luxury Chinese consumers. The collaboration with Johnstons of Elgin was an ideal combination of the finest ingredients and heritage, using the highest quality Extra Fine Merino Wool from Australia with a woolgrowing heritage of over 200 years and a company established in 1797 who were granted The Royal Warrant of Appointment to The Prince of Wales in January this year. Woolmark Gold is designed to offer the finest of Australian Merino wool to Chinese consumers in a range of premium luxury products." Robert Langtry, Chief Strategy and Marketing Officer, The Woolmark Company.

SOURCE The Woolmark Company

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs