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Beyond the Bale : December 2011
and its product," Sam explained. "Heritage and modern stories of the Australian wool industry offer brands this substance in spades. This campaign is about putting at the front of the stage woolgrowers and the inspiring work they do on the farm to produce the world's most prestigious fibre." Whilst in Australia the designers took part in farm duties such as shearing sheep, mustering and learning to work as jillaroos. The documentary paid particular notice to women working on farms, from apprentices to station managers. "Our campaign is about selling wool to sophisticated, well-educated and successful women in China. To inspire these consumers we want to tell the stories of inspiring women working on the land: from Eliza Furlong, who is considered a founder of the Australian wool industry, to the large number of women today who are considered leaders of the industry." AWI also created a design studio on a Merino wool farm to showcase "The Wool FAST FACTS l AWI has launched its new China Luxury Market campaign aimed at increasing the use of Merino in the rapidly expanding women's wear segment in China. l The campaign emphasises Merino's premium and natural credentials. l A group of Chinese designers has recently visited Australia to be inspired by the people, animals and landscape that define this iconic industry. AWI's 2011 China Luxury Market campaign was launched earlier this month, aimed at reinforcing Merino wool's premium credentials and growing market share in the rapidly expanding Chinese women's wear segment. The campaign will utilise multiple media channels to drive the message of Australian Merino wool to Chinese women through television, radio, print, online, social media, in store promotion and outdoor billboards. At the heart of the campaign will be a six part television documentary filmed by Chinese Business Network (CBN), China's sole luxury oriented media giant who partnered with AWI in last year's campaign to produce the Gold Woolmark series. In China, AWI has partnered with six of the country's leading premium women's wear brands: Icicle, JNBY, Zukka, Exception, White Collar and Eachway. All of these participating brands have committed to increasing their Australian Merino wool consumption by 5 per cent in Autumn/ Winter 2011/2012 and by 30 per cent for Autumn/Winter 2012/13. In October, designers from these brands travelled to NSW, Tasmania and Western Australia to find inspiration for an exclusive Merino wool collection they will create for their brand. AWI global business development manager Sam Guthrie says Chinese Business Network filmed the designers learning not only about Merino wool but the people and land which produce the fibre. "Today the luxury market in China, like the rest of the world, is driven by more than glamour and 'hype'. Luxury consumers are interested in values of heritage, quality, provenance and craftsmanship. They want to know the substance behind the brand December 2011 BEYOND THE BALE OFF-FARM 8 Australian Merino inspires Chinese brands "LUXURY CONSUMERS ARE INTERESTED IN VALUES OF HERITAGE, QUALITY, PROVENANCE AND CRAFTSMANSHIP. THEY WANT TO KNOW THE SUBSTANCE BEHIND THE BRAND AND ITS PRODUCT." SAM GUTHRIE, AWI A group of Chinese designers recently toured Australia to experience the country's wool industry first hand.