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Beyond the Bale : March 2013
FAST FACTS l AWI has re-launched its presence in France with the aim of increasing the demand for Australian wool in a country synonymous with fashion. l A new country manager has been appointed in France to drive the marketing and promotion of Australian wool. l France will be at the forefront of the next phase of growth as part of AWI’s global marketing strategy. 1212 OFF-FARM Merino’s French connection March 2013 BEYOND THE BALE AWI will this year continue to re-establish its position in France – the birthplace of fashion, haute couture and home to some of the world’s leading designers. This renaissance of AWI and the Woolmark brand’s presence aims to encourage the blossoming of a passion for Merino wool, not only from the country’s fashion industry but also from consumers. Christina del Gobbo Marchet has been appointed Country Manager for France, with an office in Paris, and will lead AWI into a market synonymous with fashion. The opening of a French office signals the pinnacle of AWI's global repositioning strategy and completes the global network of 18 offices across the world. Under the banner of AWI’s global ‘Merino. No Finer FeelingTM’ fibre advocacy campaign, AWI collaborated with French fashion industry body ‘Chambre Syndicale de la Haute Couture’ and Vogue Paris to release a special 16-page feature in the September 2012 edition of the coveted fashion publication. With 85 per cent of the demand for Merino wool coming from the fashion and luxury industry, AWI CEO Stuart McCullough said it was important to affirm a strong presence within France. “As the epicentre of luxury and excellence, France has always been one of the most important countries for wool, both from a B2B perspective with the importance of the French fashion industry, and as a consumption market,” Mr McCullough said. “We definitely want to re-establish ourselves in the French market and are now determined to grow there and affirm wool as a premium fibre, working at the highest level of the market.” The re-launch in France also signals AWI’s intention to reinforce its activity in the womenswear market – which has a potential luxury market size of 52 million consumers, stimulate the demand for wool coming from the French Maison and apparel brands and enhance the extraordinary potential of the fibre in this area. Interest in the French market has been increasing in the past 12 months and will continue to be at the forefront of AWI’s marketing campaigns. 2012 saw advertising campaigns and communications projects involving some of the most prestigious French designers and fashion houses, including Jean Paul Gaultier, Givenchy and Lanvin. aLeXiS mabiLLe Grand pantalon à plis en faille de laine noire, 765€, Alexis Mabille Petit pull de laine noire à encolure ouverte en gouttes bordées de clous et gros nœuds de satin, 420€, Alexis Mabille Renseignements suR www.alexismabille.com aTeLier GuSTaVOLiNS Cape de laine et soie noire, 810€, Atelier Gustavolins Pull col V en laine noir, 555€, Atelier Gustavolins Renseignements suR www.gustavolins.com Bagues « Berbères » en or jaune, Repossi PROMOTION VOGUE A page from a recent “Wool in the spotlight” 16-page feature in Vogue Paris; this page featuring wool apparel by Alexis Mabille.