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Beyond the Bale : March 2019
AWI’s marketing arm The Woolmark Company continues its relationship with American luxury fashion brand and cultural icon Ralph Lauren, with initiatives such as educating its store managers about wool. TRAINING SEMINAR FOR RALPH LAUREN STORE MANAGERS Following the success of a training and educational session to members of Ralph Lauren staff last year, The Woolmark Company was again invited to be part of the Autumn 2018 Polo Ralph Lauren seasonal training. A training seminar by AWI Country Manager for Italy, Francesco Magri, was held in Dubai in October for about 50 of Ralph Lauren’s store managers from Russia, Middle East and Morocco. The seminar provided the managers with insights into the benefits, properties and innovations related to Merino wool – and they were shown various samples of material, from raw wool to Cool Wool and Optim fabrics. Additionally, the managers were ‘transported’ to an Australia wool-growing property using virtual reality headsets, so they could experience first-hand the farming practices taking place. THE ULTIMATE IN CUSTOMISATION WITH WOOL As part of the continued rollout of its customisable range in the USA, Ralph Lauren now produces 100% Australian Merino wool crewneck sweaters, cardigans, beanies and scarves – for men and women. The American public can design their own garment and have Ralph Lauren custom- manufacture the product with state-of- the-art knitting technology. With a wide choice of colours, designs, fonts, and iconic Ralph Lauren graphics, there are more than a million ways for consumers to make their own unique wool product. MORE INFORMATION www.ralphlauren.com/custom RALPH LAUREN Part of the Max Mara group, Italian womenswear brand Marella offers its customers glamorous, contemporary and quality apparel products. The Woolmark Company and Marella joined forces to develop an educational program for Marella staff and the brand’s VIP customers, with the aim of increasing their awareness of Merino wool’s benefits – and support the launch of the brand’s Autumn/Winter 2018 knitwear collection. Five events were organised in the most iconic of Marella’s flagship stores across Italy – Milan, Naples, Rome, Bologna and Turin – with about 70-100 VIP customers attending each event. To support the events, a set of promotional banners and information kits (including a customised wool care guide) were produced for the VIP guests. Feedback about the events from customers was very positive with them having a deeper connection with and confidence in wool. MORE INFORMATION www.marella.com The Woolmark Company and Italian womenswear brand Marella organised wool education sessions in Marella’s flagship stores, targeting the brand’s most loyal consumers. WOOL EDUCATION FOR MARELLA STAFF AND VIP CUSTOMERS AWI held wool education sessions for Marella staff and VIP clients in Italy. Ralph Lauren’s store managers from Russia, Middle-East and Morocco who attended an AWI training seminar in Dubai about the latest trends and innovations in wool. Ralph Lauren can produce 100% Australian Merino wool beanies and other apparel in a million different design combinations. 26 OFF FARM
In the Shops - March 2019