We spoke to WoolOvers Affiliate Marketing Manager, Romi Bobkova about the rebrand and what it means for our affiliates.
Why is now the time to re-brand?
The WoolOvers brand was established in the UK in 1989 and has been passionate about quality, affordable knitwear made from all natural fibres. Originally selling at equestrian and country shows, last year the brand was acquired by Langholm Capital with a vision to establish WoolOvers as a household name for knitwear at home and abroad.
After speaking with our customers, it was clear that we needed to offer more newness and inspiration on top of our already successful contemporary classics.
What’s new?
Simplicity and nature are key. The brand name has become a singular word and the logo has been updated to simple black text on an off-white back ground. Product-wise we have launched two new collections in 100% merino wool and pure cashmere to offer customers new product choice and our best quality yet.
We’ve modernised the style of our photography to reflect more accessible, natural shots capturing ‘everyday style’ which is more in keeping with how our customers like to dress – not so much trend led but being well presented, effortless and timeless.
The design of our packaging and catalogues have been given a more earthy, premium feel using recycled paper and our new illustrated sheep motif to re-iterate the origin of the natural fibres which form our products.
What’s in it for your customers?
We have a good loyal customer base who trust in the quality of our product and whom have bought their knitwear staples from us for years so it’s key for us to communicate that the quality, comfort and choice will remain the same, if not better. The newly launched 100% merino and pure cashmere jumpers are a great example of how we are continuing to extend the range for our customers but still at surprisingly affordable prices.
We will also continue to offer great discounts and multi buy deals, as well as offers at our factory outlet store in Burgess Hill.
How does the rebrand benefit content publishers on the Awin network?
As part of the rebrand we will be introducing a multi attribution model that favours content publishers at the start of the funnel, they will be rewarded for driving customer engagement rather than losing out to last click publishers.
The rebrand brings the WoolOvers brand in line with today’s online retailing experience, our new branding tells a story full of heritage, the imagery is relevant and inspiring and our new branding finally reflects the quality and value of our product. We offer content publishers an array of specifics to talk about, from British design to a vast array of quality fabrics at affordable prices.
For any questions regarding the WoolOvers Affiliate Program, please contact romi.bobkova@woolovers.co.uk
