SOUTH AFRICAN LAMBSWOOL AND MERINO IN WOOLWORTHS

Winter 2010 has arrived and Woolworths have launched their men’s knitwear ranges through all stores. Cape Wools have been in partnership with the retailer, to develop the 100% Lambswool and 100% Merino soft garments.

The men’s Lambswool knitwear pullover is made from Merino from mixed origin so is carrying the Black and White Merino mark in store. Cape Wools has partnered with the retailer and supplier to add an insect repellent finish to the garment, to ensure longevity. It is also made form machine washable and tumble dryable wool, which makes for easy care after purchasing. The V-Neck, long sleeve jersey is available in indigo, charcoal, blue, stone, green, orange, coral and yellow, and is retails from R275.00. This style is available in selected Woolworths stores around the country.

The Merino soft garment is available under the exclusive WCollection label and is made from South African Merino, spun in Italy. There are two styles available, a long sleeve VNeck pullover and a sleeveless V-Neck slipover. The pullover is available in black, charcoal, yellow, orange, green and purple and retails from R399.00. The slipover is available in black, charcoal, blue, red and green and retails from R299.00. These styles are available in selected Woolworths stores around the country.

The first indications are that both lines are showing very good sell-off figures and are currently selling faster than anticipated. Both styles have a life size banner displayed in stores showing the properties of the garment. It is also part of the Innovations Campaign at Woolworths, offering the customer extra value with each purchase.

Lucille Sinclair, Menswear knitwear buyer at Woolworths and Hugo Lemon (Menswear knitwear technologist), are very pleased with the garments and standard of execution on the ranges. Lucille said “We have had a very strong response since the launch. Customers are in high spirits that the WCollection label is back and are supporting the brand. Knitwear is a global trend for the season, hence our extended ranges for Winter 2010 as well as Winter 11. The exciting new products we developed with our partnering suppliers and support on the marketing side are boosting sales. More knitwear variety is available across the knitwear department later in the season, and Studio.W is also offering a very good quality cotton-blend knitwear program”.

Cape Wools, together with Woolworths, have also developed a post card, that was send to the top 5,000 knitwear customers on their system. This will further boost the interest in the offering in stores and should increase awareness about South African Merino and it’s availability at retail level.