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Beyond the Bale : March 2013
23 OFF-FARM Woolmark says G'Day USA Against a backdrop dotted with the Woolmark logo, Australia's hottest exports were honoured at the 10th annual G'Day USA event. Two star-studded gala events were held, one in Los Angeles and one in New York City, which brought together key industry leaders from government, business, tourism and the arts in order to honour the long-term and deep Australia- United States relationship. A Gold Sponsor of the celebrations, running from January 9 to 22, AWI took the opportunity to promote Australian Merino wool and the Woolmark brand to the US consumer and business audience. "This was a fantastic opportunity to promote and profile Woolmark's position as a supporter of the fashion industry and as a company to conduct business with," AWI country manager USA, Michelle Lee, said. "The company achieved fabulous networking across both coasts at the LA and New York black-tie galas, hosting a number of A-list celebrities and receiving FAST FACTS l AWI sponsored the G'Day USA event this year, showcasing the Woolmark brand to a host of influential media and personalities. l Despite challenging economic conditions in the USA, the country remains a leading buyer of woolen products. Woolmark logo and video presence via the G'Day USA marketing channels." The Woolmark logo featured on official invitations, websites, social media channels, gala programs and on the step-and-repeat at the LA gala. With the USA being a primary market for the Australian wool industry, with targets in women's knitwear as well as wovens, events such as G'Day USA allow AWI to not only build but also maintain relationships with key industry players and further commercialise innovations in Merino wool. And while a rollercoaster economy has evolved in the USA during the past few years, the country still retains a leading consumption status. "Events such as G'Day USA are important to remain a part of," Ms Lee said. "Disposable income and consumer expenditure in clothing is set for growth in the coming years. As consumers gravitate towards value-oriented luxury apparel and aspirational brands, this represents a unique opportunity for the wool industry." March 2013 BEYOND THE BALE Australian textiles manufacturer Charles Parsons allowed us to work with the two companies and reassured Cabela's they would be receiving high-quality Merino wool fabric. "The 220-gram knitted fleece fabric came from Charles Parson's Merino State label." Across the USA, AWI also provided educational and marketing support to Cabela's staff and the joint campaign also saw AWI's involvement in supplying jackets for user trials. Senior operations manager for Cabela's, David Wade, tested the jacket and was amazed by the level of breathability it produced. "The temperature in New Mexico during September can be very cold or very warm," Mr Wade said. "The performance and breathability of the Diamantina Wool jacket allows me to wear it all day, no matter the temperature and be very comfortable." Field and Stream journalist Phil Bourjaily calls Merino wool the "current hot performance fabric for athletic wear" and reminds readers of the fibre's ability to "retain warmth when wet and wick moisture away from your body" and praises the fact that it is easy to launder. And with US the athletic and activewear market outperforming all others, now is the perfect time to be making inroads into this area. Sportswear products are now acceptably worn by consumers of all ages as casual, every day wear. It is generally perceived to be even more comfortable than ordinary casualwear, since sports apparel is designed to allow a wide range of movement and intensity of activity. More information: At the time of printing, the Diamantina Merino Wool Jacket is retailing at a special discounted price of US$149.99 plus shipping from Cabela's online store at www.cabelas.com Australian actors Hugh Jackman and Rose Byrne light up the red carpet at the Woolmark-sponsored G'Day USA event at JW Marriott Los Angeles L.A. Live.