Raymond to introduce ‘cool wool’ for Indian summers
By FashionUnited
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While woolen clothes are always considered fit
only for winters, Raymond is set to negate this popular perception by launching light weight Merino wool for Indian summers. The company will be importing the ‘cool wool’ range for their Spring/Autumn 2014 collection.The Woolmark Company has been working with Indian apparel majors like Raymond to introduce the ‘cool wool’ concept successfully by sharing information on how with modern technology, processing and breeding, wool could be transformed into the lightest and smoothest fabric perfect for Spring/Summer wear. According to Woolmark, merino wool reacts to changes in the body temperature and this property of the wool helps in keeping the body warm when the weather is cold or when the weather is hot. And this type of wool is also able to absorb moisture or sweat in summer.
To spread awareness about this new product, Raymond has decided to focus on digital and print campaigns. Both ATL and BTL marketing would be used for this innovative product. The product will be promoted in 700 stores in more than 350 cities and also through some premium customers. Social media would be used effectively to educate consumers.
Raymond
Woolmark