The benefits of being a Woolmark licensee

Woolmark-certified products are tested to exacting standards, as demonstrated in the Meaning Behind the Mark campaign film

The Woolmark brand is one of the world’s best known and trusted textile brands. By becoming a licensee of the iconic Woolmark Certification Program, companies benefit from using the iconic Woolmark logo on their product.

The Woolmark logo is well established across the globe in the apparel, interior textiles and home laundry sectors. It has been applied to more than five billion products since its launch in 1964.

Customers and brands appreciate that the Woolmark logo not only guarantees a product’s fibre content but also provides an assurance of quality, performance and durability for that product. 68% of surveyed consumers† believe clothes with the Woolmark logo are worth paying more for, while 85% of consumers agree the Woolmark logo ensures quality. Leverage the reputation and authority of the iconic Woolmark logo to build customer confidence in your products. All new Woolmark licensees will be eligible to take advantage of a 50% reduction in the annual Woolmark licence fee, valid until July 2021. The Woolmark Certification Program tests and provides assurance of the quality of wool apparel, wool yarn and fabric, and wool care product – with testing undertaken at independent laboratories.

Compliance with Woolmark specifications enables licensees to use the Woolmark logo as an independent quality endorsement of their products, thereby providing licensees with differentiation within the marketplace. Furthermore, Woolmark specifications and standards are set at a high level,

Swing tickets and product labels are made available to all licensees to drive purchase intent for product

meaning that low quality products do not ‘make it through’ to the customer. This avoids returned products and thereby prevents damage to company’s brand integrity and inventories.

From a marketing perspective, global apparel markets are now driven not only by glamour and hype; customers are increasingly interested in the values ‘behind the brand’.

By utilising the Woolmark brand, companies can differentiate their products by leveraging the stories of heritage, natural provenance, craftsmanship and innovation in the wool industry. As customers become more discerning about the sources and contents of the products they buy, the Woolmark brand is more important than ever. Each year, The Woolmark Company spends millions of dollars educating consumers about the value of wool and the Woolmark brand.

Additionally, Woolmark licensees have the opportunity to be championed on The Woolmark Company’s global digital and social marketing channels. Licensees can also amplify their brand awareness and client reach with swatch and yarn features in The Woolmark Company’s trend forecasting and sourcing guides, The Wool Lab and The Wool Lab Vision.

The Woolmark Company’s dedicated technical team of experts have specialist knowledge in all areas of the wool supply chain and is able to provide ondemand support for Woolmark licensees in technical transfer, traceability, process and product development, quality assurance, and supply chain optimisation. Establishing a global supply chain can be a huge and costly task for companies. However, The Woolmark Company gives Woolmark licensees the opportunity to connect with a global network of brand and design partners, manufacturers, suppliers and buyers of wool yarn and fabric.

The Woolmark Company also offers comprehensive training sessions tailored exclusively to Woolmark licensees to not only educate staff about the benefits and versatility of wool, but to ultimately allow them to maximise their sales of wool product. For further information about the benefits of becoming a Woolmark licensee, head to woolmark.com/ certification.