In an interesting development, Woolmark has partnered with Reliance’s Ajio Luxe and Tata Cliq Luxury to promote Merino wool in India.
Designed to transform consumer perceptions and ideas around wool, the campaign highlights the versatility and advanced performance capabilities of Merino wool, presenting it as a material for the modern shopper. The campaign also positions the fibre as a year-round wardrobe staple, not just a winter option.
“India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability, and style,” said Woolmark’s managing director John Roberts in a press release. “Our collaboration with Ajio Luxe and Tata Cliq Luxury is essential to unlocking Merino wool’s full potential in this market. By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre,” he said.
Woolmark has partnered with Reliance’s Ajio Luxe for the past three years, but this is its first tie up with Tata Group’s Tata Cliq Luxury. The campaign aims to capture India’s luxury and lifestyle market as part of a collective commitment to redefine modern luxury in India in the segment of garments and clothing.