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Beyond the Bale : Dec 08 - Jan 09
26 Global scene Beyond the BAle Wool has A heads in a spin Wool and wool technology were ‘front and centre’ at SpinExpo, Asia’s largest knitwear trade show, and visitors discovered the fibre’s many qualities ustralian Merino surrounded attendees at this year’s SpinExpo Autumn/Winter Show. AWI used the event in Shanghai in September to launch MERINOtouch™ and to showcase the innovative use of Australian Merino by the young international designer entrants in the 2008 Woolmark Prize. SpinExpo is the largest knitwear trade show in Asia, attracting spinners, knitters, garment manufacturers, retailers and designers from all over the world. This year, the 12th annual event attracted 8223 international visitors, who viewed displays from 205 spinners, promoters and producers of textile fibres for flatbed and circular knitting, clothing and soft furnishing materials, circular knitting and lingerie. A feature of the AWI presence was the Woolmark Prize Gallery – an image gallery of Woolmark Prize entries in the exhibition centre. This was complemented by a spectacular runway show of the actual garments, which was styled by Claude Untrau from AWI Paris. In conjunction with SpinExpo organisers and business partners, AWI created a Merino display area called Merino World at the entrance area of the exhibition. The objective was to let visitors experience the diversity of the hand-feel and colour ranges of Australian Merino wool, and to educate them on its natural and biodegradable properties. AWI also used the event to launch the MERINOtouch™ Autumn/ Winter 2009 Collection, which is being promoted to retailers in Asia, Europe and the US through AWI’s global network of key account managers. Underneath the banner of MERINOtouch™, there are three sub- platforms – Mercerised Merino, which promotes soft lustrous knits; Soft Classic Merino, which promotes classic style knitwear with a soft hand- feel; and Merino Intimates, soft and smooth next-to-skin intimates. Jimmy Jackson, AWI’s general manager for product development and commercialisation, conducted two seminars during SpinExpo to explain the MERINOtouch™ collection. And Shanghai-based manager of supply chain integrity and corporate social responsibility (CSR) Ben Lyons ran seminars on ‘Communicating compliance and credibility in an eco- crowded market: re-launching the Woolmark with green credentials from Farm to Fashion.’ ú More information: www.merinoinnovation.com Europe fair M weaves wool magic AWI’s presence at the textiles trade fair Première Vision in Paris created a launching pad for new products that are already sparking buyer inquiries ore than 44,000 fashion textiles professionals are all the more aware of Australian Merino wool after visiting the September Première Vision (PV) Autumn/Winter Show in Paris, the largest woven-fabric trade fair in Europe. This year AWI was invited to participate in the invitation-only show as one of 720 exhibitors. Its exhibit was visited by weavers, garment manufacturers, retailers and designers from around the globe. PV provided the ideal opportunity to launch the new MERINOfresh™ suit and the MERINOcool™ range of fabrics. MERINOfresh™ is the new, innovative suit that can be cleaned and refreshed by using a domestic shower. The technology has already been commercialised in Japan, and the trade launch of the suit at PV was part of AWI’s global marketing plan for this project. Following the launch, AWI has received significant retail enquiries from the US, the UK and Europe. MERINOcool™ is a re-invigoration of the successful 1970s Woolmark ‘Cool Wool’ program, with modern and updated specifications. A range of manufacturing partners from Asia and Europe participated in this program by contributing their fabrics to the range. The lightweight fabrics and garments made from them were exhibited at the AWI stand and generated significant retail interest. Jimmy Jackson, AWI’s general manager for product development and commercialisation, says the modern look of the AWI stand attracted a wide range of visitors from the top end of retail and manufacturing. “The visitors were in some cases the heads of the business, or famous designers themselves, including leading fashion designers Nino Cerruti and Paul Smith, whose labels are sold around the globe,” Mr Jackson says. Some of the large corporations showing interest were Hugo Boss, Gucci, Louis Vuitton, Raymond, Nikke, Polo Ralph Lauren and Nippon Keori. The live shower that demonstrated the performance of the MERINOfresh™ suit generated considerable interest. AWI also arranged two sessions of B2B (business-to-business) seminars. The concepts of MERINOfresh™ and MERINOcool™ were explained to the industry, and AWI key account managers were on hand to respond to commercial leads. More information: www.merinoinnovation.com.au ú (Above) some of the many visitors to the AWI display at SpinExpo. (Right) one of Woolmark Prize winner Qiu Hao’s garments on the catwalk at SpinExpo. (Far right) a Woolmark Prize garment at SpinExpo. The stylish AWI site at Première Vision.
February March 2009
Oct - Nov 08