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Beyond the Bale : December 2016
A retail display at Lotte department stores including, alongside the suits, a video showcasing the natural beauty of Tasmania. Woolgrower Allan Phillips from ‘Glen Stuart’ looks on while Korean merchandising representatives from Rogatis and Lotte learn about Tasmanian Merino wool in December 2015. With support from AWI, the natural story of Tasmanian Merino wool is being conveyed to consumers 9,000km away in South Korea. With the Asian country having a population of more than 50 million and more than 500 people per square kilometre, it is no wonder that South Korean brands are attracted to the natural beauty of Tasmania (where there is a population density of less than eight people per square kilometre). A retail campaign – promoting suits made from Tasmanian Merino wool – by Korean men’s suiting brand Rogatis and the Lotte department store is currently under way at 27 Lotte branches across South Korea, with support from AWI. The autumn/winter campaign was launched in September and runs through to December. The campaign follows on from a visit to several Tasmanian wool-growing properties a year ago by merchandisers and buyers from Rogatis and Lotte to learn more about Tasmanian Merino wool. The visitors were guided by Roberts Ltd, which owns the Tasmanian MerinoTM brand. The visit inspired Rogatis and Lotte to launch the Merino suiting campaign for the prestige market in Korea, using the Tasmanian MerinoTM story. State Wool Manager at Roberts Ltd, Alistair Calvert, said the Tasmanian MerinoTM brand stands for sustainability and traceability. “Our pristine environment, fresh water and clean air are the ingredients that create the high-quality product that end-consumers value and our livelihoods depend on,” he said. TASMANIAN MERINO CAMPAIGN IN KOREA An AWI-supported retail campaign – in which the premium natural story of Tasmanian Merino wool is being conveyed to consumers – aims to boost consumption in the Korean men’s suit market. “The growing interest in ‘place of origin’ aligns with a broader desire among consumers to know more about where the things they buy are grown and made. This creates the imperative for traceability.” The Tasmanian MerinoTM brand, along with the Woolmark logo, are displayed on the suiting tickets and labels of the Rogatis suits at the Lotte stores. AWI’s support of the Rogatis and Lotte campaign aims to increase Merino wool consumption in the Korean men’s suit and separates market. The campaign is communicating to consumers that Merino wool is a premium ingredient in business suits; is a natural, biodegradable and renewable fibre; and has heritage with a verified supply chain. The target market is men in their early 30s to mid 40s who are looking for practical and luxurious business suits, including travel suits. These consumers are down-to-earth but fashion-forward, seek value, and are very receptive to hearing about the provenance of their purchases. Alongside the suiting in the stores, there is point-of-sale collateral and video, produced by the AWI videography team and Roberts Ltd, that showcases the natural benefits of Merino wool. There is also social media and online PR activities being conducted to boost market awareness of the Merino wool suits. Initially, 3,000 Tasmanian MerinoTM branded men’s suits have been released to the stores, with reordering procedures in place dependent on the progress of sales. The suits were woven by Samsung C&T (a vertical weaver and fashion house) which imported four tons of the 18.5 micron Tasmanian wool top through Tianyu for this campaign, sourced by Roberts Ltd. Following the completion of this consumer promotion for the autumn/winter season, the brand’s will launch a Cool Wool campaign from April 2017. MORE INFORMATION www.tasmanianmerino.com 14 OFF FARM
In the Shops - March 2017