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Beyond the Bale : March 2018
The Woolmark Company partnered in November with the Middle East Retail Forum, a unique gathering of leading retail executives from the region, to promote Australian Merino wool. AWI Country Manager India, Arti Gudal, said the forum enabled The Woolmark Company to connect with like-minded brands within the Middle East and promote the latest wool trends, fabrics and yarns for activewear and luxury apparel. As part of the collaboration, Tata CLiQ Luxury has launched The Shawl Project, which showcases the revival of one of India’s most valued textile traditions, the shawl. Tata CLiQ Luxury and The Woolmark Company worked with 10 of India’s leading designers who each created one unique shawl, using a minimum of 80 per cent Merino wool and embodying Indian artisanal expertise, which are being retailed on the online Tata CLiQ Luxury webstore. “All ten designers have woven invaluable pieces of art with Merino wool and we The interest in Merino wool in the Middle East has been boosted with a promotion of the fibre by AWI’s marketing arm, The Woolmark Company, at a key retail forum in Dubai. “Held in the fashion hub of the Middle East region, Dubai, the forum was an ideal space to highlight the new opportunities for Merino wool in the contemporary fashion segment, which is crucial to cement wool’s rightful place as a modern fibre,” she said. Renowned Indian actor and The Woolmark Company’s wool ambassador Shravan Reddy helped promote Merino wool at the event in front of global media outlets and influencers. are sure that our discerning consumers will cherish it,” said Vikas Purohit, Chief Operating Officer, Tata CLiQ. “This project is very dear to the brand, as it allows us to create awareness about traditional crafts and culture amongst our discerning consumers.” AWI Country Manager India, Arti Gudal, said the project has encouraged designers to rediscover Australian Merino wool and India’s heritage. “This association will strengthen our effort to empower and promote both Australian wool and the FROM MUDGEE TO THE MIDDLE EAST ECOMMERCE PARTNERSHIP IN INDIA AWI’s marketing arm, The Woolmark Company, has formed a collaboration with Tata CLiQ Luxury, a leading luxury ecommerce platform in India, to help build demand for Merino wool amongst premium Indian consumers. A video of him showcasing a range of commercially available Merino wool styles, from the classic to the contemporary, was released at the forum. The video was filmed at Tim and Judy Rohr’s ‘Eastwood’ wool-growing property at Mudgee, NSW, highlighting the farm to fashion journey. At the forum, AWI Country Manager Italy, Francesco Magri, also gave a presentation on the latest edition of The Wool Lab sourcing guide. handloom industry in India through local retail and weave together two cultures – which will result in increased demand for Australian Merino wool,” she said. As part of the collaboration with The Woolmark Company, Tata CLiQ Luxury will also be the exclusive retail partner in India for International Woolmark Prize winning collections, which is particularly appropriate this year with Indian label BODICE winning the womenswear category (see page 18). Left: An advert with Shravan Reddy and the winner of Australia's Next Top Model, Aleyna FitzGerald, that was photographed on a wool-growing property at Mudgee, NSW. An accompanying video debuted at the Middle East Retail Forum in November. Right: Renowned Indian actor and wool ambassador Shravan Reddy promoting Merino wool at the Middle East Retail Forum. These ten Merino wool shawls, unveiled in December at the Taj Mahal Palace in Mumbai in the presence of prominent industry professionals, are available in India from leading luxury ecommerce platform Tata CLiQ. OFF FARM 23
In the Shops - March 2018