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Beyond the Bale : March 2015
16 OFF FARM AWI recently collaborated with India’s largest fashion retailer, Shoppers Stop, to launch a marketing campaign aimed at fostering education about Merino wool and driving consumption of products made from the fibre. The month-long campaign that started in November took place at 24 Shoppers Stop outlets across 11 key Indian cities, with in-store promotional activities and large- sized banners placed outside popular malls. The campaign also involved Shoppers Stop awarding a trip to Australia to one lucky customer who purchased woollen apparel totaling more than INR6000 (approximately $125) in a promotion that attracted more than 4000 entrants. Global football superstar and ambassador for Merino wool Alessandro Del Piero, who is well known in India for playing in the current Delhi Dynamos FC team in the Indian Super League, attracted mass attention with his visit to the Shoppers Stop Mumbai store. Dressed in Merino wool, with the highlight being a lightweight Merino wool shirt from Indian company Raymond Ltd, Del Piero greeted a large contingent of media and shoppers to promote Merino wool as a high-performance fibre. “I really feel excited to be in Mumbai as I have got a chance to meet all my fans who live here,” said Del Piero. “I feel great to be associated with The Woolmark Company [a subsidiary of AWI] as I feel connected to the brand because when I wear Merino wool I feel very comfortable. I feel right with myself because I can do everything, I can go anywhere. It’s great and I love it.” According to AWI Country Manager for India, Arti Gudal, consumers in India recognise wool but the inherent capabilities, strength and the dynamics of the fibre are not well known. “This campaign clearly aimed to inform a new generation of consumers about the natural attributes and benefits of Merino wool and establish it as the fibre of choice for fine, contemporary fashion,” she said. “We feel that this campaign with Shoppers Stop will raise wool’s profile amongst discerning consumers in India.” Shoppers Stop Customer Care Associate & Executive Vice-President for Marketing, Loyalty & Analytics, Vinay Bhatia, said that partnering with the Woolmark brand provided customers with a quality experience to reinforce the natural benefits of Merino wool. “We are delighted to associate with The Woolmark Company and iconic footballer Alessandro Del Piero in this effort to promote and reinforce the use of wool and woollen apparel in India,” Mr Bhatia said. “The Woolmark Company is the leading custodian of wool quality standards and an established brand in the global fashion fraternity and we are delighted to give our customers the opportunity to indulge in the signature Woolmark experience.” Alessandro Del Piero in Mumbai, India, promoting Merino wool in the Shoppers Stop store in Juhu. Del Piero is dressed in Merino wool including a lightweight Merino wool shirt by Indian brand Raymond and is holding a specially made ‘wool football’ made by Jayashree Textiles of India. GOALS IN INDIA • AWI has partnered with India’s largest fashion retailer Shoppers Stop to educate Indian consumers about the benefits of Merino wool. • Iconic football star and ambassador for Merino wool Alessandro Del Piero visited the Mumbai store to promote Merino wool as a high-performance fibre. • Shoppers Stop also ran a competition during the month-long campaign to increase sales of Merino wool apparel. MERINO ACHIEVING