Campaign for Wool 2011 Report UNITED KINGDOM

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1 Campaign for Wool 2011 Report UNITED KINGDOM

2 What was Wool Week UK 5 th 11 th September 2011 Item Harvey Nichols Media High-Tea. To launch exclusive wool handbags. Retailers window displays and in-store displays Lyle & Scott online game launch Interiors breakfast trade and media Chelsea Harbour Design Centre International press welcome dinner Charing Cross Hotel International media private view of WOOL MODERN Date / Time 5 th September th September 5 th September 6 th September th September th September WOOL MODERN press conference 7 th Sept / WOOL MODERN and CFW 2011 Official opening with our patron Harvey Nichols auction launch Retailer nationwide events 7 th September th September On going

What went well Over 200companies in support of the Campaign for Wool 5,807,754 achieved in editorial value Over 77 million people reached via pr Over 5 million people reached online Over 350 people

3 What went well Over 200companies in support of the Campaign for Wool 5,807,754 achieved in editorial value Over 77 million people reached via pr Over 5 million people reached online Over 350 people at the opening of Wool Modern including celebrities and fashion icons (Colin Firth, Livia Firth, Vivienne Westwood, Christopher Bailey, Jeremy Hackett, Lily Cole, and more) Endorsement from icons including Vivienne Westwood, Paul Smith and Christopher Bailey

What didn t go so well Lack of social media activity due to cost and time restrictions Lack of interiors retail participation Lack of structure which

4 What didn t go so well Lack of social media activity due to cost and time restrictions Lack of interiors retail participation Lack of structure which allows for additional sponsors to support Campaign for Wool Display coordinated for tradeshow purposes (Choose Wool) is difficult to move and continuously utilise

5 WOOL MODERN SEPT 7 th 29 th A CELEBRATION OF WOOL IN THE 21 st CENTURY

Review WOOL MODERN has increased the credibility and influence of the

the exhibition (230 in the first weekend of opening) Over 350 people attended

St Martins - Brighton University - Manchester University - Newham College

6 Review WOOL MODERN has increased the credibility and influence of the Campaign for Wool in high tier media and industry Over 6,000 people visited the exhibition (230 in the first weekend of opening) Over 350 people attended the opening 4 university lectures in the exhibition space upstairs - Central St Martins - Brighton University - Manchester University - Newham College Items Qty Percentage Fashion Interior 8 15 Art 5 9 Carpet 4 8 Bedding 1 2 TOTAL %

Tuesday 20 th Wednesday 21 st Thursday 22

th Wednesday 28 th The Wool Room Elizabeth

Brinton s Edinburgh Woollen Mills Hemyca

7 Sponsors and partners Thursday 8 th Tuesday 13 th Friday 16 th Monday 19 th Tuesday 20 th Wednesday 21 st Thursday 22 nd Friday 23 rd Tuesday 27 th Wednesday 28 th Wednesday 28 th The Wool Room Elizabeth Bradley Guild of Spinners and Weavers Brinton s Edinburgh Woollen Mills Hemyca Vi-Spring Colleges Colleges Colleges Textile Institute

Love Wool UK 686 registrations to partake in LOVE WOOL UK Included 17 schools, 31 retailers and 195 groups/organisations Covered the country from

8 Love Wool UK 686 registrations to partake in LOVE WOOL UK Included 17 schools, 31 retailers and 195 groups/organisations Covered the country from Orkneys right down to Dorset and out to the Isle of Wight Reached other countries including USA, Canada, France, South Africa, Switzerland and Australia

9 Love Wool UK event examples: * Waterloo, London Retailer, I knit London - LoveWool Tea Party * London St Martin s College of Art knit and felt a combined art piece * Whitby an event to invite members of the public to knit a sandwich to commemorate the 4th Earl of Sandwich * Leominster Tourist Office - Spinning and Extreme Knitting demonstration * Hinkley, Leicestershire New Studio - Felt making Class for the Over-50 s. * Glastonbury Wool Festival entire event dedicated to wool * St Andrews, The Woolly Brew (Retailer) Promote felted shoulder bags using 100% Isle of Harris Wool at CLIC Sargent event in St Andrews * Kinson County Market, Bournemouth - sheep farmer taking fleece and wool in to market to show how carding and spinning is done * Glasgow Textile Craft Café spinning and knitting and get-togethers during Wool Week * Brighton Spinning Group knitting an old map of Brighton (spinning wool first) * Aldeburgh, Suffolk knit and crochet on the beach * Douglas, Isle of Man - Murray Road School - school event making pom-pom sheep * Barry, South Wales Taking sheep in to schools to meet the sheep

10 Brand Supporters Brand Supporters in 2011 = 202 In 2010 = 117

Key supporters Wool is one of the world s great natural fibres, famous for its versatility and comfort - warm in

In these days when we are threatened by encroaching climate change, which may be unstoppable unless we do something

I do believe that because it is such a luxury fabric that its status will increase.

11 Key supporters Wool is one of the world s great natural fibres, famous for its versatility and comfort - warm in winter, cool in summer. In these days when we are threatened by encroaching climate change, which may be unstoppable unless we do something about it quickly, wool is a very sustainable fabric. I do believe that because it is such a luxury fabric that its status will increase. VIVIENNE WESTWOOD Wool is always my first choice because it is natural, it works, it s substantial you can t do better than use wool. PAUL SMITH Wool is both a magnificent material to work with and to wear. Wool is an integral part of the Burberry heritage, British history and our collections today. CHRISTOPHER BAILEY

12 Media communications 77,854,619 people were reached via editorial articles promoting the Campaign for Wool and wool s natural benefits If this coverage was translated into advertising, it would be valued at 1,935,918 Editorial value was 5,807,754 (vs 4,800,000 in 2010) Key articles include: Vogue The Independent Metro The Guardian Daily Telegraph Vanity Fair Marie Claire In Style Harpers Bazaar Evening Standard Daily Express Daily Mail Sunday Telegraph Style The Sunday Times House and Garden Yorkshire Post Elle Decoration Grazia Cosmopolitan

13 Full PR report available for download at:

14 RETAILER ACTIVITY

Harvey Nichols Commission of 8 exclusive designer handbags made from wool Alexander McQueen Anya Hindmarch Burberry Christian Louboutin Smythson Sang A Quentin Mackay Vivienne Westwood 8,400 bidders

15 Harvey Nichols Commission of 8 exclusive designer handbags made from wool Alexander McQueen Anya Hindmarch Burberry Christian Louboutin Smythson Sang A Quentin Mackay Vivienne Westwood 8,400 bidders 1 st floor display space at Harvey Nichols Over 50 influential media and industry personnel at launch event Reached over 4 million people online 4,144 raised E Bay fashion homepage promotion for free Swing tickets on wool garments Wool featured in Sept fashion shows

Harrods Created the movie that was played in WOOL MODERN and used virally

com; you tube channel and facebook / twitter All screens throughout the store

throughout the following areas In Womenswear : Luxur y Collections Design Studio

16 Harrods Created the movie that was played in WOOL MODERN and used virally Supported Campaign for Wool online through Harrods.com; you tube channel and facebook / twitter All screens throughout the store were playing the WOOL MODERN video for Wool Week Displays were installed in-store throughout the following areas In Womenswear : Luxur y Collections Design Studio Weekend Room In Menswear : Men s Tailoring Men s Designerwear Men s Casuals In Childrenswear : Promotional Site at Door 5

17 Jigsaw Hosted sheep from the farm of brand founder John Robinson outside its King s Road store. The sheep also took up residence in the window of the Kensington High Street store for the last 3 days of Wool Week. Jigsaw also took part in the KasCare Knit a Square campaign, inviting customers to submit knitted squares and arranging for them to be made into blankets to help keep aids orphans in South Africa warm. Wrapping its Westbourne Grove store in cable knit wool and merchandising the windows with their beautiful AW11 knitwear.

Daks 2 store window displays promoting yarns and wool Prize Draw to win a Autumn/ Winter wool Coat POS displayed in stores to promote the wool DAKS

18 Daks 2 store window displays promoting yarns and wool Prize Draw to win a Autumn/ Winter wool Coat POS displayed in stores to promote the wool DAKS Website promotion Marketing promotion DAKS Facebook and Twitter 10% discount on all wool products Blog post Swing tickets on all wool garments

Valley Cardiff Aberdeen Feature on website PR release and wool

19 Marks & Spencer 10 store windows done across the country Marble Arch Westfield Pudsey Camberley Newcastle Braehead Gemini Liffey Valley Cardiff Aberdeen Feature on website PR release and wool outerwear garment sent out to media contacts Own PoS created and used in store

20 John Lewis 2 window displays Oxford Street Peter Jones 7 in store displays promoting wool Haberdashery departments Knitting events held in stores across the nation Facebook / Twitter activity connecting to Campaign for Wool Swing tickets utilised Own point of sale material created

interior decorators and interior textile companies to

21 Chelsea Harbour Design Centre Collaboration of interior companies to create display in the centre Hosted event with interior decorators and interior textile companies to encourage working with wool Becky Metcalfe speaking on international media panel

22 Lyle and Scott Covent garden window display Online game created shear the sheep or guess the international wool count run for the month of September attracting over 10,000 entries Blog post Facebook / Twitter activity

23 Pringle of Scotland Special item commissioned with Tilda Swinton for the exhibition Window displays featuring wool and linking to the Wool Modern exhibition out to customer database promoting Campaign for Wool

Wool Jaeger blog post Harold Tillman article provided to use

24 Aquascutum / Jaeger All stores featuring logo s in windows out to both brands databases promoting Campaign for Wool Jaeger blog post Harold Tillman article provided to use in trade media Facebook likes Swing tickets on all wool garments

25 Selfridges Performers in wool on Sunday and Monday of Wool Week Swing tickets on all wool garments Liberty Competition run in conjunction with Rowan Yarns and London College of Fashion Event to launch Campaign for Wool and items in store

Hobbs Covent Garden and Regent Street key window displays Posters and swing tickets in all stores across the country Hackett of London Window displays

26 Hobbs Covent Garden and Regent Street key window displays Posters and swing tickets in all stores across the country Hackett of London Window displays across the nation promoting wool Jeremy Hackett speaking on the international media panel in the UK Jeremy Hackett participation in the Spain opening event

27 Shaun the Sheep Created graphics, games and activities to build an online activity page Assisted with PR and social media through Shaun The Sheep channels

28 Others Edinburgh Woollen Mills -Point of Sale material in all stores and windows across the country White Cloud -Special wool sleep promotion with Claridges Top Shop -Launched a new best of british wool collection -Put hang tags and counter cards throughout stores

29 ONLINE ACTIVITY

campaigns 3,181 facebook followers in 2011 (compared to

30 Online results to date Over 2 million people reached online to date via website, twitter, facebook, campaigns 3,181 facebook followers in 2011 (compared to 904 in 2010) 1,482 twitter followers in 2011 (compared to 217 in 2010)

31 International Wool Week Overview Campaign for Wool THE FIRST INTERNATIONAL WOOL WEEK

32 Tokyo, Japan Monday October 3 rd Launch at the British Consulate in Tokyo, with sheep grazing on the lawn. Featured a fashion parade with looks from Vivienne Westwood and Hackett Wool celebrations throughout retail (lead partner: Isetan) stores over the entire evening. 35 companies signed up to support Key retailers Isetan Hackett of London Burberry DAKS Paul Smith Kent and Curwen Lacoste Aquascutum

33 Tokyo, Japan Monday October 3 rd

Berlin, Germany Tuesday October 4 th WOOL MODERN in Berlin for 2 weeks. 11 windows of Galleria KaufHof in Alexander Platz, Berlin feature dthe exhibition. 10 displays (2 per level) inside the store.

34 Berlin, Germany Tuesday October 4 th WOOL MODERN in Berlin for 2 weeks. 11 windows of Galleria KaufHof in Alexander Platz, Berlin feature dthe exhibition. 10 displays (2 per level) inside the store. Video playing throughout store on benefits of wool Media event with over 40 media in attendance and prime time TV coverage secured. Estimated 400,000 euro in PR value to date. 20,000 shopping bags and flyers handed out promoting Campaign for Wool. Over 3,000 people reached online

36 Amsterdam, NE Wednesday October 5 th Media and industry launch event with over 100 people at Maison de Bonneterie. Collection created by AMFI launched in Maison de Bonneterie and supported with window displays. In store displays at Maison de Bonneterie. Bedding event with celebrity Jim Bakkum. Over 25 companies in support of the Campaign for Wool Estimated advertising value equivalent over euro Over people reached online at

37 Amsterdam, NE

Madrid, Spain Thursday October 6 th Serrano Street = The Avenue of Wool. Estrella Archs created a spectacular magical world of wool, representing heaven and earth.

38 Madrid, Spain Thursday October 6 th Serrano Street = The Avenue of Wool. Estrella Archs created a spectacular magical world of wool, representing heaven and earth. Over 50 companies in support of the Campaign for Wool in Spain 3 tv programs covered CFW 4 radio programs covered CFW More than 15 media articles in main national newspapers Over 5000 people at the opening of Avenida de la Lana. Over people reached online at

39 Madrid, Spain Thursday October 6 th

40 Oslo, Norway Monday October 10 th Wool-shearing by Norwegian champion behind the Parliament-building made prime-time newscast on national tv. Press-opening of exhibit at department store Steen & Strøm generated upswing in interest from lifestyle magazines. Will be appearing throughout the next months. Three national newspapers ran stories. Fashion-magazine Alt for Damene published a "wool issue" to coincide with launch. Fashion-blogs and several on-line stories. Participating exhibitors expressed interest in stepping up activity next year.

41 Oslo, Norway Monday October 10 th

42 Conclusion Campaign for Wool has successfully grown in the United Kingdom in year 2. The supporting partners for 2011 provided a higher profile and strong credibility for the Campaign. United Kingdom brands and designers supporting the Campaign for Wool are assisting us in branching out internationally. We look forward to again building upon media awareness, integrating more partner companies in the Campaign and further expanding the programme internationally in 2012.

43 Thank you We look forward to 2012

27 30 June Waterperry Gardens. The International Contemporary Arts Festival INFORMATION PACK. The International Contemporary Arts Festival

27 30 June Waterperry Gardens. The International Contemporary Arts Festival INFORMATION PACK. The International Contemporary Arts Festival 27 30 June 2019 Waterperry Gardens INFORMATION PACK ABOUT US Handmade in Britain was established in 2007 to provide a platform to support and promote design and craft talent through fairs, events and pop-ups.