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Beyond the Bale : June 2016
18 OFF FARM AWI’s Woolmark Gold marketing platform continues to position Australian Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The market for luxury apparel in China has been expanding rapidly and consumers are looking for true quality at this level of the market. The premium Woolmark Gold brand represents recognition of outstanding achievement in the weaving and knitting of Australia’s finest micron wools. AWI has recently expanded its Woolmark Gold yarn and fabric partners, encompassing the majority of the best British and Italian spinners and weavers. In addition to the distinguished and long- term Woolmark Gold partners – including Bower Roebuck, Charles Clayton, Dormeuil, Holland & Sherry, John Foster, Johnstons of Elgin, REDA, Scabal, Taylor & Lodge, Vitale Barberis Canonico and William Halstead – new companies include Alfred Brown, Fox Brothers, Joseph H Clissold, Lanificio Cerruti, Lanificio Ermenegildo Zegna & Figli, and Tallia di Delfino. Their first-class Merino wool yarns and fabrics offer superior quality to high-end menswear designers in China. “Chinese consumers’ concept of luxury has changed over time,” said AWI Marketing Vice President Greater China, Jeff Ma. “Focusing less on big brands’ statement, they’re turning their attention towards the details of the fabric, appreciating the craftsmanship, texture, origins and cutting. At the same time, domestic menswear brands have changed their strategies. “Like many other designers on the global scene, they are investing in design, service and further developing their craft. Our intention is to enhance the brand partners’ reputation while acquainting China’s new generation of consumers with Woolmark Gold’s quality assurance and emotional values.” AWI showcased the latest in luxury menswear tailoring at Shanghai Fashion Week in April, collaborating with four Chinese menswear brands – TRANDS, Kevin Kelly, ICICLE and Beautyberry – all of which featured Woolmark Gold premium fabrics in their latest 2016 Autumn/Winter collections. The event at Shanghai Fashion Week showcased high-quality fabrics, traditional craftsmanship and modern silhouettes designed to meet the demands of fashion- conscious youth and style-savvy consumers. The shows interpreted the spirit of the modern Woolmark Gold gentlemen, in line with the campaign theme of ‘The Gentlemen’s Guild’, which reinforces the brand’s distinguished reputation and refined style. MORE INFORMATION www.woolmark.com 18 OFF FARM Models showcase some of the finest menswear apparel made from Woolmark Gold fabrics at Shanghai Fashion Week. WOOLMARK GOLD REDEFINES CHINESE LUXURY AWI’s Woolmark Gold marketing platform promotes European excellence in weaving Australian Merino wool fabric, to an expanding and evolving luxury Chinese market.
In the Shops - September 2016