Woolmark has partnered Tmall to provide quality wool fibers and outstanding brands to the younger generation of Chinese consumers who are looking for high quality and environmentally conscious products.
The partnership has come about in response to the growing demand for high-quality products, innovative retail experiences and digital engagement. It enables Woolmark to showcase the characteristics of Australian Merino wool, highlighting its breathability, softness, easy-to-clean material and versatility. Tmall is a Chinese B2C e-commerce platform. Woolmark hopes through such collaborations to champion premium brands and emerging designers. At the same time, digitally savvy shoppers and leaders in China’s fashion industry can develop an appreciation for the superior quality and versatility of wool products.
Users can log into the Tmall website, or the mobile Taobao App homepage. Products recommended by Woolmark not only cater to consumers’ diverse fashion needs but also highlight the extraordinary quality of Australian Merino wool. In addition, the venue sets up a Woolmark wool encyclopedia sub-venue. Through the elaborate and easy-to-read tips and articles and exquisite graphic explanation, the encyclopedia renders consumers a better understanding of the superior performance of Australian Merino wool by tracing the wool fiber to its origin, explaining the meaning of the wool logo, and offering a variety of daily wool care methods.
