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Beyond the Bale : December 2017
Dutch shoppers recently experienced a woolly wonderland as high-end department store De Bijenkorf showcased the eco-credentials of Australian Merino wool. Window displays at the De Bijenkorf store in Eindhoven in The Netherlands highlighting the soft and tactile nature of wool. The ‘hero(ine) shot’ of Dutch department store De Bijenkorf’s marketing campaign ‘Touched By Wool’ in which the spotlight was shone on the natural benefits of Merino wool. Seven De Bijenkorf stores across The Netherlands showcased the farm to fashion journey of wool as well as beautiful wool apparel that customers could buy. Increasingly, global consumers are becoming more interested in not only how their clothes are made, but also where they come from. Wool has a great story to tell when it comes to its eco-credentials, making it the responsible choice for today’s conscious consumers. Highlighting wool as a natural fibre, AWI recently collaborated with high-end department store De Bijenkorf in The Netherlands to showcase the eco-credentials of Merino wool and highlight the inherent premium benefits of the fibre. For two weeks, seven de Bijenkorf stores – Amsterdam, The Hague, Rotterdam, Eindhoven, Maastricht, Amstelveen and Utrecht – shone the spotlight on natural fibres as part of its Autumn/Winter campaign and displayed wool-themed window installations, showcasing the latest wool fashion along with macramé wall hangings. Inside the stores, consumers were invited to explore the unique farm to fashion journey, with virtual reality headsets transporting TOUCHED BY WOOL Dutch shoppers to an Australian wool- growing property, and real samples of Merino wool – from each stage of the fibre’s journey from the sheep’s back to fabric – were displayed for customers to touch. Importantly, high-profile fashion brands such as adidas, Max Mara, Tommy Hilfiger and International Woolmark Prize winner Gabriela Hearst had their latest wool fashions available to buy. Shoppers could also participate in a macramé workshop (textile production using knotting, rather than weaving or knitting). AWI trained staff in all seven stores about Merino wool, so they could better influence their customers’ purchasing decisions. 26 OFF FARM