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Wool Stocktake : AWI Annual Report 2016-17
Eastern hemisphere • Chinese fashion label Comme Moi – headed up by International Woolmark Prize judge and former supermodel Lu Yan – launched its Autumn/Winter 2016 collection, including a five-piece sub-collection developed alongside AWI. The China Rouge collection was stocked at retailers including Lane Crawford and Dong Liang as well as Comme Moi’s own stores. The collection includes a sleeveless dress, long skirt, tailored trousers, a pea coat and high-neck sweater. • A delegation comprising influential Chinese menswear fashion designers, media, retailers and brands – in support of the AWI’s Woolmark Gold campaign – visited a leading Australian wool- growing property, spent time with key AWI staff, and met with various fashion, design and retail interests. The Woolmark Gold campaign continues to position Australian Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury apparel. The 15 delegates were keen to experience the origin of Australian wool and learn about the versatility of Australian Merino wool. • AWI collaborated with three luxury Chinese menswear labels to unveil the latest Woolmark Gold collection, under the theme The Gentleman’s Guild. The Spring/Summer 2018 menswear collection brought together tailoring labels Beautyberry, TRANDS and UPPER. Each piece in the collection was made with premium Woolmark Gold fabrics and will be commercially available from late-2017. • AWI, in collaboration with T Magazine China, created a striking new campaign, called Her Era, Her Power, to promote the naturally inspiring benefits of Merino wool to Chinese female consumers. Enlisting the help of some of China’s most inspiring women – Olympic gymnast Liu Xuan, supermodel Pei Bei and actress Chen Ran – the campaign showcased the standout wool looks from the autumn/winter 2016 collections of 10 Chinese brands and designers. The campaign demonstrated the versatility of Australian-grown Merino wool and its natural properties – its technical brilliance, multi- faceted application, and luxuriousness – as worn by the leading women in their respective fields in the China region. Chinese supermodel Pei Bei, actress Chen Ran and Olympic gymnast Liu Xuan with host Linda Li at the ‘Her Era, Her Power’ launch in Beijing, which promoted the benefits of Merino wool to Chinese female consumers. Korean merchandising representatives from Rogatis and Lotte learning about Merino wool in Tasmania – which resulted in a men’s suit retail promotion across 27 Lotte department stores in South Korea 2016/17. • A retail campaign – promoting suits made from Tasmanian Merino wool – by Korean men’s suiting brand Rogatis and the Lotte department store ran September through to December 2016 at 27 Lotte branches across South Korea, with support from AWI. Alongside the suiting in the stores, there was point-of-sale collateral and video, produced by the AWI videography team and Roberts Ltd, that showcased the natural benefits of Merino wool. There was also social media and online PR activities to boost market awareness of the Merino wool suits. Following the completion of this consumer promotion for the autumn/winter season, the brands subsequently launched a Cool Wool campaign from April 2017. • Six influential Chinese designers collaborated to produce Cool Wool collections, which were available to buy from multi-brand concept store Dongliang in early-2017. The Cool Wool collaboration aimed to highlight the trans-seasonal and lightweight properties of Merino wool and extend the retail season for wool apparel into spring and summer, thereby increasing the demand for Australian Merino wool. The designers each created their own unique interpretations of Cool Wool fabrics, ranging from 17.5 microns to 21.5 microns. • Many items of wool clothing can be machine washed and tumble dried – a fact showcased to Chinese media at an Apparel Care event in Shanghai organised by AWI. The most up-to-date innovations were showcased to media and guests, along with information on machine-washable wool. Partnering with whitegood manufacturer and Woolmark Apparel Care partner Haier, the event showed key media representatives just how easy it is to wash wool in domestic washing machines. • AWI undertook a marketing campaign titled Grown in Australia, Made in India that highlighted to Indian consumers the origins of Australian Merino wool and also the craftsmanship of the artisans in India that use the fibre. The campaign brought together a number of Indian fashion designers, each creating wool-rich collections to be commercialised by major retailers. The campaign also brought together industry insiders and high- profile media publications at a one-day wool seminar, in partnership with India Fashion Forum, with Honourable Textile Minister Smt. Smriti Irani, Australian Deputy High Commissioner Mr Chris Elstoft and India’s leading retailers and manufacturers in attendance. REPORT OF 2016/17 OPERATIONS – MARKETING 13
AWI Annual Report 2015-16