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 : September 2012
14 OFF-FARM September 2012 BEYOND THE BALE enhance Korean consumers' awareness and education of the origins of Australian Merino. "Australian Merino has so many interesting stories and wonderful benefits to tell, which is why GS wishes to develop a new consumer marketing program focused on the green and natural story behind Merino wool," Mr Lee said. Representatives from GS recently visited the 'Athelington' property near Canberra to film on-farm activities for its wool tracing program, with the short film to be shown in the coming Autumn/ Winter season during the GS wool apparel sales programs. During this same visit to Australia an official signing ceremony took place at AWI's Sydney office, at which AWI CEO FAST FACTS l AWI has formed a marketing partnership with the world's third largest online retailer, GS Home Shopping. l The Korean-based company recognised that its customers are becoming increasingly interested in product provenance and the story behind their purchases. l GS representatives visited Australia and made a short documentary detailing on-farm activities and the new product tracing program. BUILDING DEMAND IN KOREA AWI and GS Home Shopping in Korea have established a marketing partnership to increase Korean consumers' awareness of Australian Merino wool. GS Home Shopping is the world's third largest online retailer and is a Woolmark and Woolmark Blend licensee, selling affordable and quality woollen products, increasing these volumes by 20 per cent in the past three years. From January 2009 to June 2011, Australia exported 11,838 tonnes of greasy wool to Korea, making the country the world's sixth biggest importer of raw Australian wool. AWI country manager for Korea, Hyunwon Lee, said AWI has been working with GS on a joint marketing project to GS Home Shopping vice-president Kim Sangdeok with Tim Cathles from 'Athelington', the property where the online retail giant filmed part of its documentary to promote the origins of Australian Merino wool. Stuart McCullough and GS vice-president Kim Sangdeok formalised the partnership. "The main goal of this partnership is to increase market attention to the Merino tracing program launch, highlighting the natural, biodegradable and renewable benefits; increase the demand for Merino wool; and encourage the local industry and retailers to participate in the Merino marketing program," Mr Lee said. "Korean consumers have a growing desire to know exactly where the products they buy originate. It is not just about buying an actual product, but also buying the story behind the product. This is why GS plans to put its marketing priority on the authenticity of Merino wool products through the implementation of a tracing program from the upcoming Autumn/ Winter season." Through the GS TV channel and mobile video clips, GS will be able to show the origins of Australian Merino wool, from the marketing partnership signing ceremony in Sydney right through to on-farm activities. This will be accompanied by 20,000 outfits of Merino wool knitwear made from Athelington wool, merchandised by GS and specially promoted as a premium edition under a private GS brand. "We trust the launch of the corporate wool marketing partnership and tracing program with GS will contribute to increasing the demand for wool and also encourage the positive attributes of Merino woollen products on the online retail sector," Mr Lee added.