Why was now a good time to revisit washable wool?
There are two growing markets for the consumption of wool that have never been part of a washable wool campaign: India and China. So it’s a good time to introduce the message to these markets, as well as to introduce the concept to a whole new generation of consumers in the more established markets for wool consumption. Consumer research data still shows us that consumers associate wool with being difficult to care for. We need to remind them that this does not have to be so.
Is a misconception amongst consumers that you cannot wash wool one of the main barriers to the purchase of wool garments?
It’s hard to be conclusive about the direct connection between prevention of purchase and easy care. However, we do know that consumers value ‘ease of care’ in their textile products, so we can make some assumptions that if they perceive a garment to be difficult to care for, it may negatively impact their decision at the point of purchase.
Where are the main areas globally where it is important to promote easy care?
We have two new consumer markets who have not heard the message before: China and India. There is a rapidly changing landscape of access to laundry appliances, as well as wool products. Our more established markets need to be reminded to trust the washable wool care claim when the product carries a Woolmark symbol.
 |
AWI is working to promote the easy care qualities of wool in two markets - India and China. Credit: Woolmark Company. |
Currently what are the different treatments for making wool machine washable?
There are several, but the campaign will not limit or focus on the type of treatments. Rather, we are interested in ensuring that the product complies with the Woolmark specifications and that we communicate the value of that to the consumer.
What is the chemistry involved to prevent shrinkage?
The basic requirement of the system is that it interrupts the ability of the scales on the surface of the wool fibres to lock together and cause entanglement. In the most widely used process this happens by the application of a very thin layer of polymer (this is the same polymer used in tea bags to stop them bursting when they go into the hot water). This resin swells when wet to mask the surface of the scales and make the fibres smoother, stopping them from locking together in washing.
How does Woolmark work with manufacturers of washing machines, tumble dryers, irons and detergents to create better products for wool?
Just as we do with textile products, we test cycles on appliances and ensure they are suitable for washing wool. They are tested by benchmarking against standard fabrics and Wascator cycles to make sure they do not cause felting. Washers are also checked for cleansing efficiency and dryers have their smooth, dry performance assessed.
For detergents and other laundry consumables we test for performance and also check that there is no damage to wool fabrics. Irons are checked to make sure they don’t cause yellowing, that they can insert pleat (as required for trousers and skirts) and they can remove wrinkles.
Is the aim of the campaign to inform consumers about the easy care capabilities of wool?
Absolutely. Consumers should check the care claim of their wool products. If the product carries a Woolmark logo they should know that it has been tested for compliance with that care claim by our independent laboratories.