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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. Luxury online retail platform Farfetch has promoted the seasons’ best wool apparel available – for both men and women – as part of a four-part partnership with The Woolmark Company. ONLINE RETAIL PARTNERSHIPS Wool was featured on the hugely popular Farfetch online retail platform during the northern hemisphere winter. Farfetch is an online luxury fashion retail platform headquartered in London, but its retailers ship from and to countries across the world. The four-part wool feature on Farfetch, produced in collaboration with AWI’s marketing arm The Woolmark Company, merged content with commerce. It enabled its customers to be inspired by creative editorial and videos about new wool products and – importantly – then be guided along a pathway to purchase the garments online. Targeting the Farfetch customer – more than half of which are millennials, who have an average household income of £103,000 (A$185,000), spending on average £8000 (A$15,000) per year on fashion, with 60% of that being purchases made online – the brands featured were selected for their innovative and modern interpretations of Merino wool. The initiative shone the spotlight on beautifully crafted wool pieces from the 2017/18 International Woolmark Prize winners along with other brands who recently worked with The Woolmark Company. Farfetch also sent out a Woolmark-dedicated email to its 200,000+ database, promoting all aspects of the partnership. Overall, all brands which were featured enjoyed an increase in brand awareness and sales, proving the right product was being targeted to the right audience. FACETASM Celebrating the two-season partnership between The Woolmark Company and leading Japanese label FACETASM, Farfetch promoted the innovative wool collection across its online and social media channels. This campaign resulted in a 34% FARFETCH.COM increase in Farfetch customers searching for FACETASM and an increase of 366% in product sold from this brand. INTERNATIONAL WOOLMARK PRIZE The winning collection from both Bodice Studio and Matthew Miller were featured, building a strong brand awareness for these emerging design talents amongst a fashion-forward global audience. New to Farfetch, Bodice Studio’s content had more than 330,000 impressions, with customers consuming this content for longer than the average time. Already stocked on Farfetch, Matthew Miller’s content had more than 1.8 million impressions and enjoyed a 291% increase in on-site search and increase in sales. P.E. NATION The premium Merino wool activewear collection developed by leading Australian sportswear label P.E Nation in partnership with The Woolmark Company featured in a womenswear homepage takeover, push notification to Farfetch mobile app users and social re-targeting on Facebook and Instagram. This was a high performing campaign in terms of high awareness generated, deep engagement and strong return on investment. The content had more than 1.6 million impressions, resulting in a 17% increase in sales during the campaign. THE WONDERS OF WOOL The Winter Layering campaign, produced by Farfetch’s in-house editorial team, went live in November. The campaign shone the spotlight on current season hero wool pieces from menswear and womenswear designers available to shop on Farfetch.com. The shoot was supported by a homepage takeover and social re-targeting. MORE INFORMATION www.farfetch.com Last year’s International Woolmark Prize winning collection from Bodice Studio, along with many other wool garments, was featured and was available to purchase via the Farfetch website. OFF FARM 19
In the Shops - March 2019