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Beyond the Bale : September 2010
Australian Merino wool has been showcased to consumers, businesses and the media as a natural and renewable fibre at this year's World Expo in Shanghai. Shanghai has been an ideal location for a World Expo promoting wool -- this cosmopolitan city is also the established textile centre of the burgeoning Chinese economy. Forty thousand visitors a day passed through the turnstiles of the Australian pavilion at the Expo, totalling well over three million visitors since the Expo began in May. AWI organised a fashion event at which six famous Chinese retail brands launched their autumn/winter 2010-11 Merino apparel collections. The collections included womenswear, menswear, kids wear, outdoor wear and underwear. Over 50 guests from the fashion retail industry attended, as well September 2010 BEYOND THE BALE 5 SELLING MORE WOOL FAST FACTS l The natural properties of Australian Merino wool have been marketed to visitors to the Australian Pavilion at the World Expo in Shanghai. l AWI brought together leading Chinese wool companies and Australian woolgrowers, brands and designers to promote wool. as more than 30 reporters providing media coverage worth in excess of A$1 million in advertising. AWI also inititated and participated in an Australian Merino Forum, at which leading Chinese wool companies, Australian woolgrowers, brands and designers spoke on a range of wool topics to a wide audience and reporters, providing media coverage worth more than A$100,000 in advertising. Helen Cathles from the Australian Superfine Wool Growers' Association outlined the natural and sustainable environment in which wool is grown, while AWI's country manager for China, Sam Guthrie, discussed the importance of innovation and partnerships within the industry. Woolmark Prize winner and high-profile designer Qiu Hao joined some of China's largest manufacturers of wool products, including Jiangsu Sunshine, Shandong Ruyi, Shanghai Challenge Textile Co Ltd and Zhejiang Xinao, to outline the latest fibre innovations and technology. The event was supported by AWI and partners including Austrade, Australian Superfine Wool Growers' Association, Chinese Wool Textile Association, Hangzhou JNBY Apparel Co. and Donghua University. More information: www.australianpavilion.com Australian Merino promoted at World Expo The Uluru-inspired Australian Pavilion at the World Expo at Shanghai, the venue of the Australian Merino Forum. AWI's representative on the Campaign's steering committee, says more than 80 fashion retailers and 60 carpet companies have pledged to help the textile industry increase consumer demand for the fibre. "AWI teams in the United Kingdom, Japan and Korea will work with key retail partners to help create 625 in-store and window displays promoting the Campaign and Woolmark," Peter says. "A unique green, stylised Woolmark logo has been created to emphasise the natural aspects of wool to consumers and represent the Campaign alongside the Campaign's own green sheep logo. "The response to the green stylised Woolmark logo from high profile media -- including the CEO of worldwide fashion and lifestyle magazine publisher Condé Nast -- and key retail partners has been extremely positive." Partners in the UK include Anderson and Sheppard, Aquascutum, Austin Reed, Betty Jackson, Burberry, Daks, Debenhams, Edinburgh Woollen Mills, Gieves & Hawkes, Hackett London, Hardy Amies, Henry Poole, Jaeger, Jasper Conran, Jigsaw, John Lewis Partnership, John Smedley, Liberty, Marks & Spencer, Merino Kids, Mothercare and Selfridges. All UK weavers and spinners are also in support of the campaign. The key partners in Japan and Korea are Hankyu and Cambridge Members department stores. The Campaign's extensive public relations program is set to achieve over £1,000,000 in editorial value for the 2010 campaign, plus a dedicated website and social media forums are geared to attract over 25,000 people. Coverage has already appeared in the Sydney Morning Herald and The Age in Australia and on the BBC in the UK. AWI general manager for Europe Nagy Bensid says The Prince of Wales has provided the global wool industry with an immense opportunity. "The Prince's support will bring wool into the spotlight, and his relationships will secure high level retail and brand partners' support and increase their use of the fibre. "The Campaign's programme of activities will continue over the next five years with AWI aiming to incorporate more retail and brand partners in the campaign, build a lasting global awareness of the Woolmark brand, and increase demand for Australian Merino wool." More information: www.campaignforwool.org