HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : December 2017
w Merino wool products in a new collection from leading US snowboarding brand Burton are now available to purchase worldwide, which is perfect timing for northern hemisphere consumers heading to the slopes this ski season. If you are a regular reader of Beyond the Bale, you will probably recognise AWI’s snowboarding ram-bassador Fred (see image on the right) who in March helped promote Burton’s upcoming Merino wool collection to snowboarders at the Burton US Open Snowboarding Championships. Well, the new collection is now in the shops for northern hemisphere consumers to buy – and Fred is out and about promoting it again. Featuring menswear and womenswear 100 per cent Merino wool base-layer tops and bottoms, along with a range of wool and wool-rich accessories, Burton has expanded its Merino wool range this season and is expecting demand to snowball further during the next few years. AWI’s subsidiary The Woolmark Company assisted Burton with product development, retail education and marketing the products to drive sales. “We re-introduced wool in our line for Fall/ Winter 2017/18 – in-store now – based on consumer and key-retailers’ feedback,” said Burton Senior Materials Development Manager, Ashish Ahlawat. “Since our team was relatively new to wool, we contacted The Woolmark company to help our team with education and the promotion of our wool products. The Woolmark Company helped us a lot by providing insights into the wool supply chain and market futures. With Woolmark’s support we built good product for Fall/Winter 2017/18 and, so far, we are receiving a lot of positive feedback around our in-store offering.” The partnership is a step in the right direction for Burton, who is looking to expand its Merino wool offering even more. “For Fall/Winter 2018/19 we are tracking to increase our wool business by over 10%, and due to ever-increasing demand we are going to increase our wool and wool blend base-layer style count by 100% for Fall/ Winter 2019/20,” said Mr Ahlawat. “We are also tracking to grow our wool socks and beanies business.” GLOBAL REACH The collection is not only available in the Burton’s home country of the US. Milan played host to the Italian launch of the collection last month, with AWI collaborating with Burton for a special retail event in Burton’s Milan store, two days before the annual FIS World Cup Big Air contest. DEMAND SNOWBALLS FOR MERINO Inside the store, the Burton Merino activewear and the Woolmark brand were promoted along with marketing collateral explaining the benefits of Merino wool; outside, on snow, was a showcase of fleece and wool top. AWI’s ram-bassador Fred made everyone feel very welcome. Snowboarding star Anna Gasser from Austria wearing the Merino wool base-layer top of US brand Burton. Anna Gasser with AWI’s ram-bassador Fred at the launch of Burton’s Merino wool collection in Italy, at the Burton store in Milan. The Merino wool base-layers are available online (local shipping only) as well as in retail stores across the northern hemisphere. Burton team snowboard rider Anna Gasser – who is the Big Air World Champion and one of the favourites to win in Big Air and Slopestyle at the upcoming 2018 Winter Olympic Games – attended the launch and showcased the advantages of wearing this base-layer collection while snowboarding. The Woolmark Company will be on-hand during Burton’s Italian Demo Tour to demonstrate the qualities of the wool fibre and educate consumers why they should choose wool to enhance their performance. Japan will play host to the product launch for the Asian market, with activations set to take place in January 2018. Burton’s flagship Tokyo store will have a woolly window installation while the inside will highlight the collaboration, with point of sale material to help build demand for the Merino wool range. MORE INFORMATION www.burton.com OFF FARM 9
In the Shops - March 2018