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 : April May 2009
6 creating demand AustrAliAn wool fAshion sAys G’DAy usA I n January, nine up-and-coming australian designers headed to the Big apple for a showcase of australian wool apparel before the city’s hard-to-impress fashion pack. it was all part of the australian government’s ‘g’day USa’ australia Week 2009 event, a celebration of australia’s best in the fields of fashion, film, the arts, culture, wine, travel and business. 2009 is the third year aWi has sponsored the new York fashion showroom event, which attracted a steady stream of journalists, stylists and retail buyers from the likes of Barneys new York, Bergdorf goodman, Bloomingdale’s, Henri Bendel and neiman marcus. Fashion designers and labels from several australian states took part in the event: ae’lkemi (Western australia), Be Seduced (new South Wales), Julianne (nSW), Katelyn aslett (Queensland), Konstantina mittas (nSW), metalicus (Victoria), Susie mooratoff (nSW), twitchett & tonge (Victoria) and Viktoria & Woods (Victoria). aWi americas representatives and austrade officials were on hand to support the designers and to explore opportunities for retailer collaboration. the event has brought early success to a number of the participants, with several signing up new stockists, agents and other fashion industry representatives. One of the highest-profile events in the g’day USa program, the fashion showroom, has supported more than 35 australian fashion designers over three years, 30 per cent of whom have generated Merino fresh™ tAkes off in koreA AWI has launched its revolutionary Merino Fresh™ technology in the Korean market, with a series of trade and consumer promotions in several major cities. The launch events featured an eye- catching display of videos, banners and a mini shower cubicle where AWI staff used a hand-held shower to demonstrate the unique cleaning process – helped by the forbearance and good humour of several suit-wearing male participants. Local media interest in the new technology has been strong and the new business worth hundreds of thousands of US dollars for their labels and new demand for australian wool. 2009 is the thirD yeAr Awi hAs sponsoreD the new york fAshion showrooM event, which AttrActeD A steADy streAM of journAlists, stylists AnD retAil buyers froM the likes of bArneys new york, berGDorf GooDMAn, blooMinGDAle’s, henri benDel AnD neiMAn MArcus. april – may 2009 Beyond the Bale home-grown Merino-loving designers at G’Day usA in new york. press and television coverage is having an immediate impact by driving department store traffic and sales. In anticipation of strong spring season demand, two of the country’s biggest men’s wear brands – Rogathis and Cambridge – have placed advance orders for 3,000 units with the commercialisation partner and manufacturer Cheil. Buoyed by these early results, the AWI Korea team is optimistic about the prospects for continued growth and expects at least another two to three Korean men’s wear brands to sign up to the program in the near future.
February March 2009
June August 2009