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Beyond the Bale : September 2018
OFF FARM 17 RETAILERS PROMOTE OUR NATIONAL FIBRE Westfield returned as a major partner, with 39 centres across Australia and New Zealand promoting the fibre, the woolgrowers who produce it and the retailers that sell it. Wool Week advertising was promoted via smart screens in Westfield centres, playing short video content a total of 12.85 million times. The campaign took customers back to the source of the fibre, showcasing woolgrowers Dave and Skye Ward and family who farm near Goulburn, NSW. Westfield’s website and e-newsletters also had a wool takeover, with six articles published highlighting the Woolmark brand and designers such as Dion Lee’s innovative uses of Australian Merino wool. Fashion retailers utilising Wool Week to help them sell more wool products included CUE, David Lawrence, Helen Kaminski, Icebreaker, KOOKAI, MARCS, Otto & Spike, Oxford, Parlour X, R.M. Williams, SAAKI, SABA. These and other major retailers cre- ated window installations highlighting their latest wool products available for winter. WOOL WEEK EVENTS AND ACTIVITIES Westfields across Australia and New Zealand also hosted exclusive wool-focused activities to generate retailer and consumer interest in Wool Week. For example, Westfield Sydney hosted esteemed artist Natalie Miller who created a live knitting installation, whilst Westfield Doncaster (Melbourne) showcased a collection of International Woolmark Prize garments, in a celebration of the world’s best emerging fashion designers. Australia’s most-loved extreme knitter, Jacqueline Fink, partnered with Sportscraft to create an extreme knitting masterpiece in the main window of its Pitt St store in Sydney. Starting with one ball of wool, she spent five days displaying her craft, with passers-by treated to a unique view of extreme knitting. In partnership with the Art Gallery of NSW, she also hosted a series of workshops in The Woolmark Company Making Space which was set up near The Lady and the Unicorn exhibition – a collection of rare French medieval masterpieces mostly made from wool and silk highlights. The exhibition was supported by The Woolmark Company and attracted more than 86,000 viewers whilst on display. Amongst many other events across the country, St Ives Shopping Centre on Sydney’s North Shore hosted knitting workshops for all ages, through which visitors could help knit scarves to do be donated with its yearly coat drive to those in need. MORE INFORMATION Hear more about Wool Week in Episode 44 or The Yarn podcast available at www.wool.com/podcast The knitting installation by Natalie Miller at Westfield Sydney. Interior design workshop with Nicole Vastelias of LuMu at Westfield Bondi Junction. Wool Week activities drew a crowd at Westfield Carindale, Brisbane. At the Art Gallery of NSW, participants were treated to an extreme knitting masterclass by Jacqueline Fink using Australian Merino wool.
In the Shops - September 2018