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Beyond the Bale : September 2012
September 2012 BEYOND THE BALE 13 OFF-FARM The Woolmark symbol is a registered trade mark of The Woolmark Company. In UK, Eire, Hong Kong and India the Woolmark symbol is a cer tification trade mark. Photographer: Sean Gleason Model: Johanna Feldmeier AWI's recently revived Cool Wool campaign has been heating up in recent months, conveying the message that Merino wool is great for warm climates and environments. The campaign aims to transcend seasonal divides and extend the wool selling season from the cooler autumn months into the warmer spring and summer seasons. With the trade launch at February's Première Vision trade show in Paris reaping success, the best of Cool Wool was showcased in June at the inaugural London Collections: Men event where the finest in Merino wool was showcased from catwalk to in-store events involving Savile Row tailors. The tailors of Savile Row have long- supported the use of lighter-weight Merino wool for spring and summer suiting and were pleased to open their showrooms to invited guests , offering garments made in Cool Wool and cut specifically for this fashion event. And after a 20 year hiatus from the catwalk, the quintessentially British Savile Row tailor and contemporary menswear company Richard James returned to the runway and presented Cool Wool to a host of invited guests , including Sir Elton John and celebrated fashion reporter Suzy Menkes. "AWI was proud to support Savile Row for this event," AWI Chief Strategy and Marketing Officer Rob Langtry said. "This inaugural event was a fantastic way to raise the profile of Australian Merino and show that Merino apparel is a must-have for one's spring/summer wardrobe." By the end of the year the Cool Wool consumer campaign will travel to the Gulf and then to markets further afield. The campaign mixes imagery with film -- sometimes served up with ice cream. . . during the London events, vintage ice cream tricycles were whizzing across the city, handing out Cool Wool information and frozen ice cream treats. "We are currently formulating plans to take this campaign to other markets, such as Korea, Japan and Iberia," Mr Langtry said. "Powerful imagery and two evocative films form the backbone of this consumer campaign, communicating the message 'Cool Wool - When it's hot, it's not'." The films and images transport the viewer to the sweltering heat of Marrakech medinas, to the parapets of Casablanca under the merciless glare of the African sun, and finally to the treeless sands of a remote Moroccan beach -- where the subjects dressed in Merino wool maintain their cool and show that comfort can in fact meet style. "Our consumer campaign is all about brand visibility and raising the awareness of Australian Merino wool. We have worked with UK magazine Rollercoaster to run a feature on Cool Wool in a special Olympic edition of the magazine, which was distributed at key locations in London throughout July. "We are also excited that key designers including knitwear designer Mark Fast, internationally renowned designer and International Woolmark Prize judge Richard Nicoll, along with JW Anderson -- just to name a few -- are set to showcase lightweight Merino wool in their spring/ summer collections at London Fashion Week in September." More information: www.coolwool.com www.woolmark.com/innovations/cool-wool FAST FACTS l Already launched to a trade audience, AWI's Cool Wool campaign will soon be launched to consumer markets in the Gulf and then expanded to other regional markets. l The campaign spreads the message that Merino wool is great for warm climates and environments. l The campaign was showcased in June at the inaugural London Collections: Men event where the finest in Merino wool was showcased from catwalk to in-store events. Image from the Cool Wool consumer campaign, shot in the heat of Morocco, showing how to maintain your cool by wearing Merino wool. COOL WOOL campaign heats up