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Beyond the Bale : December 2018
AWI has partnered with premium department store Hankyu Men’s Tokyo in a campaign to promote Merino wool as the ingredient of choice for edgy and quality designer brands. MERINO GETS EDGY IN JAPAN VFNO media including tens of thousands of copies of Vogue Japan’s print edition, the VFNO guidebook and map, as well as the official poster and flyer, and eye-catching flags on the main street. The Woolmark Company’s message that ‘VFNO Loves Wool’ was amplified through Vogue Japan’s digital channels. Vogue Japan’s website alone has nearly 40 million page views each month; while on social media, Vogue Japan has more than 350,000 followers on Facebook, nearly 750,000 on Twitter and more than a million on Instagram. “Given the limited number of well- positioned, high impact fashion events in Japan, our participation in VFNO was a great decision that was well-aligned with our ongoing strategy in Japan to promote Australian wool,” added Samuel. Leading labels, such as luxury womenswear brand Zadig & Voltaire, featured many wool items in their stores during Vogue Fashion’s Night Out in Tokyo. “This project was an excellent opportunity to work with one of the biggest and most prestigious retailers in Tokyo and to connect with 12 edgy designer brands – while combining excellent visibility in the upmarket Ginza shopping district with a solid sales campaign,” said AWI Country Manager Japan, Samuel Cockedey. “It is worth mentioning this project came to fruition following the investment made by The Woolmark Company in October last year to sponsor the Ginza Fashion Week.” Key co-branded marketing activities included a pop-up shop in the store’s entrance for one week, instore displays for each of the 12 brands, co-branded swing tags on collection items, and large adverts on the outside of the store and on the store’s main entrance. There were also magazine advertorials, and brochures mailed to customers and distributed in store. Digital marketing included a targeted Instagram campaign and promotion on Hankyu Men’s Tokyo and The Woolmark Company’s digital channels. Retailing products from the world’s big-name brands to labels by Japanese designers, high-end men’s department store Hankyu Men’s Tokyo is the only specialty men’s fashion store in Tokyo’s upmarket Ginza shopping district. It is one of the largest speciality men’s fashion stores in Japan and has annual sales of nearly AU$80 million. In September, Hankyu Men’s Tokyo and AWI’s marketing arm, The Woolmark Company, collaborated with 12 Japanese designer brands to each produce an apparel piece exclusively for sale at the Hankyu store in Tokyo. The promotion took place for two weeks from 26 September through to 9 October. The participating brands were Yohji Yamamoto, Issey Miyake Men, Wacko Maria, Neighborhood, Y-3, Markaware, Coohem, wjk, Sise, Deluxe, White Mountaineering and Billionaire Boys Club. Hankyu had run similar projects four times previously, but the focus for this season was on wool, with each of the designer brands producing their garment from 100% Merino wool. Large adverts showcasing the wool promotion at the entrance of the high- end department store Hankyu Men’s Tokyo. Merino wool garments on display inside Hankyu Men’s Tokyo. OFF FARM 31
In the Shops - March 2019