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Beyond the Bale : March 2018
Nano Universe and The Woolmark Company promoted a Japanese-first ‘made-to-measure’ Australian Merino wool knitwear program for consumers – with the help of a popular Japanese dance group. Nano Universe heavily features Woolmark-certified knitwear again in its Autumn/Winter 2017 campaign. New for the Autumn/Winter 2017 campaign, Nano Universe and The Woolmark Company also undertook a ‘made-to-measure’ Australian Merino wool knitwear program in which customers (unisex) could choose from a wide range of options such as yarn colour (120 colours), gauge, pattern and neck style. This was the very first made-to-measure program for ordering Merino knitwear in Japan. The promotion included a video featuring a very popular dance group in Japan which helped the program achieve good editorial coverage. Nano Universe is one of the major multi- brand retailers in Japan selling quality casualwear to young women and men. The company has strong sales growth in its 64 shops across Japan and its online store. The company’s latest knitwear promotion was run in collaboration with AWI’s marketing arm The Woolmark Company from October to December, to raise awareness and increase sales of Australian Merino wool products, specifically within the men's 18-30 segment. Based on the success of a similar campaign run with The Woolmark Company in the previous year (which resulted in a 30% increase in sales), Nano Universe decided to heavily feature Woolmark-certified knitwear again in its Autumn/Winter 2017 campaign. 29,600 pieces were for sale (a 40% increase from 2016) in several styles and colours. The knitwear was promoted in advertorials in two major men's magazines plus online, displays at 43 stores, a dedicated page on the brand’s website (http://store.nanouniverse.jp/ feature/woolmark). Nano Universe, one of the largest Japanese retail brands, has recently run a large-scale knitwear campaign in collaboration with AWI. NANO UNIVERSE’S BIG MERINO PROMOTION Made from luxurious Merino wool yarn spun in Italy by Manifattura Sesia, the Woolmark-certified oversized sweater was launched in November at the prestigious Dover Street Market in Ginza, Tokyo, with Raf Simons present. Raf Simons is one of the world’s most celebrated fashion designers, with Vogue citing him as “the most exciting, the most innovative and ultimately the most important designer working in menswear today”. The release of the sweater is part of a partnership forged last year between the Belgian-born designer and AWI’s marketing arm The Woolmark Company, which works closely with and supports the Raf Simons design team with innovation and sourcing of Merino wool. “Raf Simons is one of the greatest designers of our time, whose distinct style and vision attracts a loyal following each and every season,” says AWI CEO Stuart McCullough. “These sweaters perfectly connect Raf Simons’ design aesthetic with his love for Tokyo, united by the world’s most luxurious Merino wool. “By aligning the Woolmark brand with one of the world’s most respected designers, AWI continues to elevate the Woolmark brand’s positioning in the luxury market as a symbol of not just quality but also relevancy and creativity.” Iconic fashion designer Raf Simons has launched a 100% Merino wool sweater with the words ‘I Love Tokyo’ emblazoned in Japanese on the front as an ode to his love of the Japanese capital. MERINO IN TOKYO Raf Simons’ new 100% Merino wool sweaters at the launch in Tokyo (left) and being worn by singing sensation Pharrell Williams on The Ellen Show in January (above). OFF FARM 27
In the Shops - March 2018