Leading fashion retailer joins quality scheme
Women can rest assured their David Lawrence garments are made from the best wool, now that the retailer is part of the AWI-initiated Verified Australian Merino program
Leading Australian fashion retailer David Lawrence has been working with AWI to enter the Verified Australian Merino (VAM) program, to help ensure the quality of Australian Merino wool garments sold in Australia and New Zealand.
VAM is a worldwide initiative recently introduced by AWI to verify the Australian Merino content of garments. The procedure will help retailers such as David Lawrence who rely on providing their customers with the highest-quality garments made from the highest-quality fibres.
The new-look David Lawrence collection is marketed as reflecting luxury, sophistication and excitement. A large percentage of the collection uses the finest-quality Australian Merino wool to imbue the garments with luxury, durability, breathability and femininity.
By working with AWI, David Lawrence is able to assure customers that it is proudly Australian and enthusiastic about working with Australian Merino wool. To this end, David Lawrence will be promoting its use of Australian Merino wool in its stores.
Garment swing tickets, show cards that stand on tables with folded garments, postcard flyers for customers - which have also been mailed to everyone on the David Lawrence loyalty customer database - and information on the David Lawrence website will further explain to consumers the unique attributes and benefits of Australian Merino wool.
David Lawrence has 33 stand-alone stores across Australia and New Zealand, and 53 concession stores within Myer and David Jones.
Jennifer Lau, AWI’s product marketing manager Australia, says she is “extremely proud” every time a designer of the calibre of David Lawrence approaches AWI because they believe in the quality of Australian Merino wool. “AWI is proud to be able to provide David Lawrence with a credible way to verify the use of Australian Merino wool in its garments,” Ms Lau says. “To know that the Australian Merino logo will be displayed on such a respected Australian designer’s clothing shows that the VAM procedure provides a competitive advantage to retailers.”
She says AWI will continue to build on the direct business relationship with David Lawrence, and will help with supply-chain development, garment testing and marketing collateral to build customer awareness of Australian Merino wool fashion apparel.
More information: www.davidlawrence.com.au; www.merinoinnovation.com
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