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Beyond the Bale : March 2013
13 OFF-FARM FAST FACTS lAWI's Woolmark Gold consumer education campaign is aimed at the rapidly growing Chinese domestic market for luxury goods. lKey objectives of the campaign are to educate the increasingly affluent Chinese consumers about the benefits of Australian Merino wool and build a database of high-end apparel consumers. lAWI has the global networks to be able to create sourcing opportunities for its partners, from Europe into China. Woolmark Gold campaign in China Launched in October 2012, the latest Woolmark Gold campaign positions Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The campaign was established to meet this increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind Merino wool fibre, and its performance properties in relation to other luxury fibres eg cashmere. Chinese consumers of premium products are increasingly astute and are demanding the greatest integrity and provenance. This is to Australian wool's advantage given it is an enduring natural fibre grown by woolgrowers with a proud heritage. AWI has the global networks to be able to create sourcing opportunities for its partners, for example from Italy and the UK into China. The company has partnered with 12 premium brands: Dormeuil, Hield AWI France Country Manager: Christina del Gobbo Marchet With more than 20 years' experience in global marketing and communications in the fashion and textile industry, Christina del Gobbo Marchet brings a wealth of knowledge to AWI. The newly appointed country manager for France is excited to lead the renaissance of AWI and the Woolmark brand in a country which quite often dictates the latest fashion and trends. Prior to taking the reins at AWI's French office, Ms del Gobbo was a Business to Business and Business to Consumer consultant (including three years in Montréal, QC, Canada) for various luxury companies and premium brands. Among her Business to Business clients were Holding Textile Hermès and Hermès Cuirs Précieux. She also worked on projects for luxury lingerie companies such as Huit Lingerie (Wacoal Group), Monette Paris and Nina Ricci Lingerie Paris. "I have been responsible for marketing strategy, strategic market analysis, operational marketing, branding, public relations and co-ordinated product development," Ms del Gobbo said. "I also established marketing partnerships with large, well- known companies and initiated mutually beneficial communication plans." In a country where fashion and culture are woven together, so too is France's relationship with wool. "The history of the International Woolmark Prize is closely linked to the evolution of French fashion," Ms del Gobbo said, referring to the prize's second edition back in 1954 when two then unknown designers -- Karl Lagerfeld and Yves Saint Laurent -- were crowned the winners. "It is very important for AWI to once again become close to the world of French luxury clothing. Similar to last year, we will collaborate with Vogue Paris and the French fashion industry body 'Chambre Syndicale de la Haute Couture' to strengthen the timeless appeal of the fibre and its ability to give the most beautiful creations. "Merino wool continues to prove to be an ideal fibre to meet the needs of designers and French fashion houses, who are always looking for inspiration." March 2013 BEYOND THE BALE The home page of the newly launched Woolmark Gold website. Brothers, Holland & Sherry, Johnstons of Elgin, Reda, Savile Row Bespoke, Scabal, Taylor & Lodge, Vitale Barberis Canonico, John Foster, William Halstead and Charles Clayton. The main objectives of the Woolmark Gold campaign are to: • build awareness of the campaign with high-end apparel consumers • educate high-end Chinese consumers about the benefits of Australian Merino wool • distinguish Woolmark Gold products through their European heritage as even more luxurious than the already prestigious Woolmark-branded products • launch the first branded Woolmark Gold product in China; and • build a database of high-end apparel consumers. A series of films has been created to engage consumers on the luxury of Woolmark Gold. A cross-media campaign is being implemented via print and digital mediums with Vogue, GQ and Elle. There are also competitions to engage and educate consumers. A pop-up store at a leading shopping mall was established in collaboration with Elle in the run up to Chinese New Year, offering access to purchase a limited edition scarf made by Johnstons of Elgin, a company that has just been awarded the Royal Warrant of Appointment to The Prince of Wales with effect from 1 January 2013. 10,000 scarfs are available in the limited edition in a range of colours and one unique pattern created for Woolmark Gold. More information: www.woolmarkgold.com