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Beyond the Bale : March 2016
14 OFF FARM Since the establishment of a marketing partnership in 2012 between AWI and GS Home Shopping – Korea’s most popular online shopping destination – demand for the Korean company’s Merino wool products has increased by 25 to 30 per cent each year. In 2015 the retail giant sold more than 240,000 Woolmark and Woolmark Blend certified apparel items. GS Home Shopping, which introduced TV shopping to Korea for the first time in 1994, provides an online shopping experience to customers through its TV, catalogue, internet, mobile, satellite and IPTV services. It is also the world’s fourth largest e-com retailer, after expanding its business into China, India and South East Asia. The marketing partnership has involved a traceability campaign for GS Home Shopping’s premium fashion brand, ‘So, Wool’, showcasing NSW wool-growing property ‘Athelington’ – a campaign that has resonated with customers with them paying particular attention to the farm to fashion story. The campaign follows the ‘So, Wool’ supply chain, from Athelington’s fleece to its spinning at Lana Gatto in Italy, through to knitting and finishing at Appeal Korea – a Korean-based Woolmark licensee. The Autumn/Winter 2015 retail season also saw superfine Tasmanian Merino wool coats produced in Korea by fabric producer Aztech through a Tasmanian wool collaboration supported by Roberts. “The promotion by GS Home Shopping focuses on the authenticity behind a product, which sits perfectly with AWI marketing strategy,” said AWI country manager for Korea, Hyunwon Lee. “Korean consumers are becoming increasingly concerned with where a product originates and the story behind the product.” The Korean retailer last year also produced a short film to advertise its wool collection, as well as engage consumers through giveaways, social media activities and digital marketing via its website, blog and web magazines. VIP customers also received a catalogue showcasing the Autumn/Winter 2015 wool collection and highlighting the benefits of Merino wool. “In addition, staff from AWI’s Korean office conducted two training seminars at the end of 2015 for GS Home Shopping retail staff and merchandisers,” said Mr Lee. “Topics included the latest innovations in Merino wool, The Wool Lab sourcing guide and AWI’s marketing highlights.” GS Home Shopping also sent its leading fashion brands to China last October. ‘So, Wool’ staged a runway show during China Fashion Week in Beijing – an initiative that supported the company’s partnership with leading Chinese online retailer Huimai. “The move into China had positive effects on the premium fashion market within China,” One of Korea’s largest retailers, GS Home Shopping, has boosted its sales of Australian wool products thanks to a traceability marketing campaign that takes consumers on a farm to fashion journey. Models wearing apparel from Korea’s GS Home Shopping’s premium ‘So, Wool’ brand at China Fashion Week in Beijing, helping to expand its presence in China. Advertising by GS Home Shopping in Korea using the Woolmark brand and the provenance of Australian wool to help sell a higher volume of products made from Australian Merino wool. said Mr Lee. “GS Home Shopping will continue to enhance the premium wool collaboration campaign through the Huimai online channels in the 2016/17 Autumn/Winter seasons.” MORE INFORMATION www.gsshop.com TRACEABILITY CAMPAIGN BOOSTS KOREAN SALES
In the Shops - March 2016