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Beyond the Bale : December 2010
8 OFF-FARM December 2010 BEYOND THE BALE Anew global marketing campaign is set to launch, reminding consumers around the world that there is no finer feeling than wearing Merino. AWI's Chief Strategy and Marketing Advisor Rob Langtry says the campaign aims to encourage consumers to look behind the garment and think about the fibre from which it is made. "The theme-line for the campaign is 'Merino wool: No finer feeling' and it will run across everything we do," Rob says. "Our advertising agency Euro RSCG came up with that theme by tapping into what we know about consumers and how they feel when they put on a great piece of Merino apparel, whether it be a jacket, or a great dress or a really good next to skin outfit. "We are capturing that notion that there's 'no finer feeling' and using it in a lot of different ways. For example, there's no finer feeling than wearing Merino wool, there's no finer feeling than when you buy a great piece of Merino wool apparel, and for woolgrowers, there's no finer feeling than growing Merino wool." EDUCATING A NEW GENERATION While Merino wool apparel has long been the favourite of designers, younger consumers born in an era of disposable fashion know too little about the benefits of wool, and in particular, Merino. "We really have to educate a new generation of consumers -- young consumers who haven't grown up with wool, and even not so young high income consumers who have forgotten about wool -- and show wool in a way that's relevant to them," Rob says. "Firstly, we have developed a series segments in the market that are looking for what we have. If you look at younger, more educated, more up market consumers, the first thing they'll say to you is 'I prefer to buy natural fibre and I'm prepared to pay for it'. So we're going to talk to people who are already in the game. "For example, in an Australian context, I would see us working with premium retailers, such as Myer or David Jones, which understand the quality of wool and have a market that appreciates it. We would work with their designers, suppliers and supply chain partners to ensure there is wool in store, that sales staff know how to sell it and consumers know where and how to buy it." AIMING TO INCREASE DEMAND The primary thrust of the campaign in 2011 will be in the UK and western Europe in conjunction with the Campaign for Wool, and also in China in conjunction with the Woolmark Gold campaign. However, the No Finer Feeling campaign will run across all AWI's retailer and manufacturer partnerships as well as specific campaigns in targeted media with whom they are collaborating to deliver this important message. "We aim to see the campaign really start to accelerate the demand dynamics in autumn/winter 2011/12 as we hit the major markets, when people will hopefully start to significantly change their view of wool." of messages to try and stimulate people to look behind the products they buy and brands they love and ask 'what's that garment made of?' Essentially, Merino wool will deliver them a better user experience than a synthetic. "Secondly, we need to deliver the messages in a way that young consumers want it delivered, and that means using a lot more digital and mobile media rather than traditional forms of advertising so much. The digital and mobile space is this new generation of consumers' home turf and it's where they research what they're going to spend their money on." TARGETED CAMPAIGNS AWI will not be doing generic across the board promotions, but rather targeting its campaigns towards people who are looking for natural fibre and the quality benefits that are associated with Merino apparel. AWI will do this in partnership with manufacturers, retailers and media who share the view that their consumers will benefit from wearing Merino wool. "We're not going to convert everyone to wool -- but we don't need to. Wool currently comprises only about 1.7 per cent of global fibre used in apparel; if we shifted that by just half a per cent, the impact of demand and therefore price for woolgrowers would be significant. "We've been able to identify a couple of Merino wool: No f iner feeling "WE REALLY HAVE TO EDUCATE A NEW GENERATION OF CONSUMERS"- AWI'S CHIEF STRATEGY AND MARKETING ADVISOR ROB LANGTRY FAST FACTS l AWI is set to launch a new global marketing campaign that talks to a new generation of consumers about the attributes and benefits of Merino wool. l The campaign's theme-line is 'Merino wool: No finer feeling' l The campaign will be undertaken in partnership with manufacturers, retailers and the media over the next three years across all AWI's marketing initiatives.