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Beyond the Bale : December 2018
Vogue Fashion’s Night Out (VFNO) is a global initiative of Vogue in which cities across the world hold a premium one- night-only fashion and shopping festival, and participating retailers and brands host special events. On 15 September, VFNO was held in Tokyo for the tenth year in a row – and for the first time AWI’s marketing arm, The Woolmark Company, took the unique opportunity to be a main sponsor of the event. The Woolmark Company’s aim was to reinforce the position of Merino wool and the company in the high fashion segment. VFNO is one of Japan’s largest fashion events and has proven a hugely popular format in Japan, in particular with the affluent fashion- conscious crowd. More than a quarter of a million people visited VFNO in Tokyo, with each spending on average about AU$500. More than a quarter of a million shoppers took part in Tokyo’s Vogue Fashion’s Night Out (VFNO), throughout which the message ‘VFNO loves wool’ was widely promoted. As part of VFNO in Tokyo, The Woolmark Company presented a highly visible installation, inspired by Merino wool, below the main staircase at the Omotesando Hills shopping complex in central Tokyo, the main venue of VFNO. The installation, which had the theme ‘VFNO Loves Wool’, was a hub where fashionistas could gather to discover the style and charm of Merino wool. Five influential celebrities visited the installation – as well as partner brands – and they posted photos of their visits on Instagram with the posts receiving thousands of likes. A digital campaign was held at the installation in which participants had the chance to win a 100% Merino wool T-shirt. ‘Wool’ cotton candy was also gifted to about 700 campaign participants. TOKYO’S VFNO LOVES WOOL Importantly, leading labels including FACETASM, Zadig & Voltaire and Helen Kaminski featured wool items in their stores. “The objective of our presence at VFNO was to leverage the extraordinary location and massive traffic of the event,” said AWI Country Manager Japan, Samuel Cockedey. “It was a unique opportunity to position Merino wool as the natural and innovative fibre of choice for the highly relevant crowd of premium Japanese female consumers that attend the event. “By being a major sponsor of VFNO, we also positioned The Woolmark Company at the forefront of the Japanese women’s fashion scene by associating the company with the iconic Vogue brand.” The Woolmark logo appeared in a range of Eye-catching flags promoting wool during Vogue Fashion’s Night Out, on the main street of the Omotesando fashion district of Tokyo which is often referred to as Tokyo’s Champs-Élysées. The Woolmark Company’s high visibility installation at Vogue Fashion’s Night Out in Tokyo was visited by thousands of people, including key influencers like this Japanese celebrity who received more than 16,000 likes for this single Instagram post. This year marked the 10th time that Vogue Fashion’s Night Out was held in Tokyo – it was attended by more than a quarter of a million premium shoppers. 30 OFF FARM
In the Shops - March 2019