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 : December 2010
December 2010 BEYOND THE BALE 9 OFF-FARM The largest wool marketing program ever undertaken in China is under way. The Woolmark Gold campaign aims to position wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The campaign simply states that to dress with style is to dress with wool. The story and heritage of Merino wool as a premium natural fibre is being told through a co-ordinated media and retail campaign. Luxury European fabric and tailoring brands have united under a common banner for the first time in a century to sell the message. Holland & Sherry, Taylor & Lodge, Hield Brothers, Vitale Barberis Canonico, Reda, Dormeuil, Scabal and Johnstons of Elgin have recently become licensees of the highly prestigious Woolmark Gold brand. The Woolmark Gold brand represents recognition of outstanding achievement in weaving and knitting of Australia's finest micron wools. All partners in the programme are signatories to the International Wool Textile Organisation (IWTO) Code of Practice that guarantees declarations of micron values under the Super S system. Headlining the new marketing campaign are nine, hour-long television episodes to air on the China Business Network (CBN), AWI has the global networks to be able to create sourcing opportunities for its partners, for example from Italy and the UK into China." The launch of Woolmark Gold in October coincided with the Intertextile apparel fabric trade show in Shanghai. As part of the launch, a Woolmark Gold sourcing event was held with China's elite garment making organisation, the Wenzhou Garment Association. This AWI event involved 300 Chinese garment brands representing over 2000 retail outlets. The Woolmark Gold campaign is set to run for three years. Fredric Dormeuil of Dormeuil said: "We realise the wisdom of a united message from suppliers of premium Australian wool qualities, in the industry's most important market. I am delighted that the Gold Woolmark message has been so warmly received by premium clothing manufacturers." More information: www.woolmarkgold.com View a preview of The Style Focus television program on the Woolmark YouTube channel www.youtube.com/woolmarkonline educating consumers about the fibre from the Australian environment in which it is grown to the skilful tailors that complete its journey at retail. The television program will be shown on The Style Focus, China's luxury lifestyle channel. With associated print and online media this series is expected to be viewed by 60 million consumers. The audience size reflects the rapid growth of wealth in China which is set to become the world's largest consumer of luxury goods by 2015. AWI global business development manager Sam Guthrie said Woolmark's reputation as a neutral authority was crucial in developing the CBN coverage but also linking the European and Chinese business opportunities. "Chinese consumers of luxury products are increasingly discerning and are demanding the greatest integrity and provenance. This is to Australian wool's advantage given it is an enduring natural fibre," Sam said. "There are huge opportunities for this being not only a positioning campaign for us and our Woolmark Gold partners, but for actual commercial transactions to take place. Woolmark Gold campaign launched in China FAST FACTS l Woolmark has launched a new consumer education program aimed at the rapidly growing Chinese domestic market for luxury goods. l The Woolmark Gold campaign includes nine, hour-long television episodes to be shown on China's luxury lifestyle channel. l AWI has the global network to be able to create sourcing opportunities for its partners, from Europe into China. Advertising collateral from the Woolmark Gold campaign.