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Beyond the Bale : March 2019
With more and more apparel purchases being made online, AWI’s marketing arm The Woolmark Company has collaborated with two of the world’s largest luxury online retail platforms during the northern hemisphere winter to highlight the season’s best wool apparel and build demand for the fibre. From women’s tailoring to functional apparel, leading luxury retailer NET-A-PORTER recently shone the spotlight on wool to showcase the true versatility of the natural fibre, thanks to a partnership with The Woolmark Company. Since launching in June 2000, NET-A- PORTER has established itself as the world’s premier luxury fashion destination. A pioneer of innovation, NET-A-PORTER speaks to a monthly audience of more than six million people via a global multi-channel ecosystem, including PORTER magazine, porter.com and net-a-porter.com, offering a seamless shopping experience across mobile, tablet and desktop. ONLINE RETAIL PARTNERSHIPS Speaking to a community of high-income earning women across 170 markets in four languages, NET-A-PORTER is the ultimate global retail-media partner with luxury consumers, who, on average, spend £34,500 (A$62,000) each year on fashion. AWI’s marketing subsidiary The Woolmark Company recently partnered with the NET-A-PORTER group to promote luxury Merino wool products to this discerning and lucrative audience. NET-A-PORTER.COM Collaborating with influential style blogger and entrepreneur Vanessa Hong – whose blog The Haute Pursuit has more than 626,000 followers on Instagram alone – NET-A- PORTER produced a dedicated photoshoot for The Woolmark Company which featured across social media and the magazine-style porter.com. The two dedicated features highlighted the versatility of wool through showcasing the fibre outside its traditional norms and enjoyed a click-through rate well above average. Each feature was also promoted across Porter Magazine’s Instagram account, reaching more than 600,000 people SUITS YOU The first feature, titled Suits You, highlighted the role of Australian wool in sharp, modern tailoring for women and included wool apparel from designers Stella McCartney, Emilia Wickstead, Acne Studios and International Woolmark Prize alumnus Gabriela Hearst. “Wool is so dynamic. When people think of Merino wool, they often picture big chunky sweaters and don’t necessarily think of a great matching blazer and pants,” Vanessa Hong told NET-A-PORTER, referring to a Gabriela Hearst suit she modelled for the collaboration. “Not only is it practical, it just makes you feel so comfortable.” ELEVATED DOWNTIME STYLE The second featured focused on functional and activewear wool apparel and included wool looks from P.E Nation, 3.1 Phillip Lim and Erin Snow. The article explained the science of Merino wool and what makes the fibre the ultimate for performance wear. “Not only does wool's natural crimp provide amazing insulation, the science behind wool’s next-level comfort really stacks up: unlike synthetic fibres, clothing made with wool has the ability to absorb large quantities of moisture vapour and allow it to evaporate, making it feel looser and less clingy,” said NET-A-PORTER. MORE INFORMATION www.net-a-porter.com Style blogger Vanessa Hong (who has more than 626,000 followers on Instagram) was featured wearing the latest wool garments that could be purchased directly via the NET-A-PORTER website. 18 OFF FARM
In the Shops - March 2019