HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : March 2019
In the highly competitive shopping season of December, it takes something special to attract shoppers, particularly in the saturated market of downtown Tokyo. This is why AWI’s marketing arm The Woolmark Company hosted a shopping centre takeover to truly show what wool can do. Ahigh-visibility Merino-themed campaign was carried out throughout the premium Tokyu Plaza Ginza shopping centre, located in the heart of the luxury shopping area in Tokyo at the end of last year. This centre, inaugurated in 2016 as the hot new landmark of the Ginza district, faces the Sukibayashi Crossing that itself boasts more than one million in foot- traffic per week. Running for a full month to target the Christmas season, which is less of religious holiday than a huge present-giving moment in Japan, the Tokyu Plaza Ginza campaign invited local felt artist Terumi Ohta to create animal-themed art pieces to express and emphasise Merino wool’s natural origins, and coupled these with wool-rich garments from the major stores in the centre. Ohta, a self-taught artist who discovered needle felting in 2012, has since been an invited guest several times on primetime television shows in Japan – a medium that still holds incredible weight in the country. Ohta has thus grown a large following in a relatively short period of time with her practice of creating dream-like animals out of wool-felt. TAKING OVER THE ENTIRE SHOPPING CENTRE Aimed to create a journey through the possibilities of wool, this project took over the entire shopping centre. As shoppers approached the building, the giant billboard of Ohta’s work with the caption ‘Born from Nature, Merino Wool’ would first catch their eye. Then, as they ascended into the building on the escalators, both the left and right walls were covered in digital signage, hinting at the wool narrative of what they were about to encounter. Across six high foot-traffic areas in the shopping centre, eye-catching installations- come merchandising displays showed not only the magic of what wool could transform into, thanks to the work of the artist, but also the best wool garments selected from the stores all around them, accompanied by specific information on Merino wool’s benefits, on the garments, and where to find them. As shoppers then entered each of the 29 participating stores, wool-themed displays continued the narrative of Merino wool, and encouraged purchasing for both themselves and their loved ones for the Christmas gift-giving period. Animal-themed art pieces throughout the Tokyu Plaza Ginza shopping centre emphasised and expressed in an eye catching and unique way Merino wool’s natural origins. BORN FROM NATURE, MERINO WOOL WIDE RANGE OF WOOL GAMENTS AND RETAILERS Covering a full range of merchandising categories from under garments to accessories, womenswear, menswear and outerwear, the scope of this project promoted every possible gift item shoppers could desire. Participating retailers included prominent international brands Margaret Howell, Mackintosh and Emporio Armani, as well as premium local brands. As Samuel Cockedey, AWI’s Country Manager for Japan explained, “This project, timed with the most significant shopping period for Japanese consumers, created unprecedented visibility for The Woolmark Company and in particular for Merino wool throughout the prestigious Tokyu Plaza Ginza building.” Activations on social media bolstered the visibility and awareness of this promotion, with online posts by infuencers receiving an engagement rate well above average. These key influencers were selected for their varying but complementary audiences, and each posted imagery of the displays as well as themselves in some of the wool-rich garments that could be found as part of the promotion in Tokyu Plaza Ginza. 29 stores at the shopping centre took part in the promotion, increasing the sales of their Merino wool products. The premium Tokyu Plaza Ginza shopping centre in Tokyo had a billboard on its large fascade that promoted Merino wool for the entirety of the December shopping period. 22 OFF FARM
In the Shops - March 2019