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Beyond the Bale : September 2012
15 OFF-FARM September 2012 BEYOND THE BALE Wool hits a home run Held twice a year, the Men's Style event offered all the latest styling tips for men's fashion and was a joint initiative by Macy's and Details magazine. Consisting of shopping offers and competitions, the event ran from 31 May through to 3 June, with the opening night of the event kicking off in stylish fashion. AWI was a promoting partner of the event, focusing on the men's tailored clothing department. Working alongside Woolmark licensee Peerless Clothing -- one of the largest users of wool in North America -- Australian Merino wool was promoted throughout the night, as well as how to care for Merino woollen apparel. NY Mets baseball star David Wright was special guest of the evening launch event, with the first 200 people to purchase a wool item from the men's department given the opportunity to have a commemorative photo with the sports player. AWI Key Account Manager for the Americas, Sonny Puryear, said the event succeeded in its goal of raising awareness of the benefits of wool and introducing ittoanew consumer. "Events like these are important as they expose a new customer to the Woolmark brand and the Merino fibre," Mr Puryear said. "In this particular case more than 40 per cent of the readership of Details magazine is aged between 18 and 34 years. This is the market group that more often than not knows very little about Merino." "Style tips were well-received by those who attended the event as well as by Macy's staff. On top of this we also handed out Merino Care brochures, to ensure customers were aware of how easy it is to launder Merino woollen apparel. "The fact that Peerless Clothing is one of the largest users of wool in North America and produces more than 60 million suits each year offered those in attendance extra reassurance about Merino woollen apparel." Peerless Clothing produces more than 50 per cent of Macy's men's suits, sports coats and suited separates, as well as product for Macy's private brands, eight licensed brands and a Peerless-owned brand. Peerless Clothing representative Suzanne Anderson said the event was a great success, promoting wool which would not only increase sales but also benefit Merino woolgrowers as a new generation of consumers becomes aware of the fibre's wonderful properties. "Macy's customers were enthusiastic to learn about the benefits of wool as they made their wool purchases and got their photo taken with New York Mets star David Wright," Ms Anderson said. "It was a great evening promoting wool." FAST FACTS l Working alongside Woolmark licensee Peerless Clothing, AWI promoted wool apparel at a Men's Style event held at Macy's flagship store in New York City. l The event was a chance to promote the benefits of wool to a younger demographic of customer. l Shoppers who purchased a wool item had the chance to take a commemorative photo with NY Mets baseball star David Wright. The promotion of Merino wool took centre stage at a men's styling event held at Macy's flagship Herald Square store in New York City -- the store that covers a whole city block and which was known when it was built as the "world's largest store". Advertising for the Men's Style event at Macy's flagship store in New York City. Having a commemorative photo with NY Mets baseball star David Wright was an added incentive for customers to make a woollen purchase at the Macy's event.