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Beyond the Bale : June 2019
Multi-brand fashion corporation EPO Fashion Group, which has a strong market share and influence in China, has become one of AWI’s long-term strategic retail brand partners in the region. Founded in 2004, EPO Fashion Group owns four fashion brands, including high-end womenswear brand Edition. The Group has more than 1,000 stores across Greater China and abroad, and is projected to reach RMB12 billion (AU$2.5 billion) in sales revenue in 2020 across its whole business. It recently became a Woolmark licensee. Jenny Kim, the founder of EPO, is known for pioneering the mindset that ‘Made in China’ can mean “high quality and fashionable products”. She was also recently listed in the Business of Fashion 500, further putting her and the company on the global and local fashion map. The Woolmark Company has partnered with EPO for the current Spring/Summer 2019 season in the northern hemisphere, helping its Edition brand create and market a collection made from Australian Merino wool. The collaboration will extend into the Autumn/Winter 2019/20 season, during which several other of EPO’s brands will also highlight Merino wool. “Partnering with this leading Chinese fashion group helps promote the versatility and natural quality of Australian Merino wool, driving new demand for the fibre in womenswear,” said AWI Country Manager for China, Jeff Ma. For the Spring/Summer collection, Edition and AWI collaborated to create a dynamic but comfortable and practical wardrobe using high-quality fabrics made from Australian Merino wool. The collection comprised suits, coats, sweaters, athleisure knits and other classic items. “This collection shows consumers that Merino wool provides realistic and pragmatic options for the warmer as well as cooler seasons. It shows that wool can be a lightweight, trans-seasonal and all-year round fibre – it is breathable and cool in summer yet comfortable and warm in winter,” Jeff added. The collection was launched at an event CHINA’S EPO CHOOSES MERINO attended by VIPs and media in Shanghai in March, and promoted in T Magazine and through other targeted media promotions including social and digital media. MORE INFORMATION www.edition.com Some pieces from Edition’s latest Spring/Summer collection: A wool blend mesh smock; Merino wool blend jumper;100% Merino wool suit. The front cover of China’s T Magazine with supermodels wearing Edition’s wool apparel. On the inside pages was fashion editorial and a photoshoot promoting the collection and the natural benefits of Australian Merino wool. Award-winning Chinese actress Mei Ting viewing Edition’s new Woolmark-certified Merino wool collection at its VIP and media launch event in Shanghai in March. 16 OFF FARM