After the results of the Test Marketing Programme (TMP) have been announced at the 76th Congress of the International Wool Textile Organisation (IWTO) in Edinburgh, UK, now the official Final Report of the project have been released by the ‘Test Marketing Governance Committee’. The TMP was a collaborative project between Australian Wool Innovation (AWI), IWTO and Australian Wool Services (AWS). The three organisations joined forces in May 2005, contributing $US6.6 million in funding and resources for the project to identify manufacturers, retailers and end consumers who will stimulate demand for fine wool apparel. Two North American retailers were selected to trial the programme; Saks Fifth Avenue and Dillard’s. The industry funds were used for consumer and product marketing, in addition to in-store education programmes for customers and sales staff.

The TMP Final Report can be downloaded here. If you wish to receive a full package including the Final Report and other interesting information from the project, please contact us under info@iwto.org

Henrik Kuffner
Director General