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Beyond the Bale : December 2017
Ginza Mitsukoshi department store (top) took part in the promotion. Wool designs by Cruciani (bottom far left) and Paul Smith (bottom left) being showcased to consumers. The provenance of wool was highlighted in-store during the promotion (bottom right). Examples of photos uploaded by consumers to their Instagram accounts during the promotion. Merino wool has recently been promoted as the ultimate luxury fibre to Japanese consumers at one of the country’s biggest fashion events, with AWI a main sponsor of Ginza Fashion Week in October. Under the banner Luxury Merino Wool X Ginza Fashion Week, three of Japan’s leading department stores – Matsuya Ginza, Ginza Mitsukoshi, WAKO – and shopping complex Tokyu Plaza Ginza with the support of publisher Hearst Fujingaho promoted Merino wool as a premium, natural fibre that is essential to luxury fashion. More than one million shoppers experienced the Merino wool campaign across the four department stores, with more than 50 brands participating and featuring unique point-of- sales collateral. Luxury shopping mecca Ginza Six hosted the opening event – a fashion show presenting the latest wool trends from brands including Paul Smith, Cruciani, Margaret Howell, Akris, Akira Naka and Taro Horiuchi, with consumers able to experience the versatility of wool. Renowned Japanese actress Tsubasa Honda also took part in a talk show discussing the benefits of wool, with images of her holding a lamb (see top-left Instagram image below) broadcast across Japanese TV networks and further promoting the use of wool in high fashion. More than one million Japanese shoppers experienced a recent AWI-supported Merino wool campaign across four department stores in the popular upmarket Tokyo shopping district of Ginza. “The presence of Australian Merino wool at this prestigious event was the perfect platform to showcase the versatility of the fibre to luxury consumers, as well as champion many of wool’s benefits. We were so lucky to have the support of Tsubasa Honda at the opening event, ensuring the latest wool fashion was shown right across the country.” Shoppers were able to take part in a social media competition, with the main prize being a trip to Australia to visit the source of Merino wool. ‘Find the Sheep’ saw sheep figures strategically placed in major retail centres throughout the campaign, with visitors invited to take a photo with a sheep and upload it to their Instagram account using the hashtag #lovemerinowool and start following the Instagram page of The Woolmark Company in Japan (see examples left). “Social media campaigns such as the #lovemerinowool campaign are extremely important for us,” continued Mr Cockedey. “Not only does it remind Japanese consumers that Merino wool comes from the wide, open pastures of Australia, but it also helps to build our following to allow us to continue spreading the great story of wool.” “Ginza Fashion Week is one of the most upmarket fashion events in Japan, held in the luxury fashion district of Tokyo,” said AWI Country Manager Japan, Samuel Cockedey. MERINO PROMOTED AT RETAIL IN JAPAN 24 OFF FARM