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Beyond the Bale : Jun - July 08
19 GLOBAL BEYOND THE BALE A WI is rolling out a $1.4 million marketing program involving five major Japanese retailers during 2008 and through to March 2009. The program’s aim is to create nearly one million kilograms of new demand over the next three years for Australian Merino wool. Japan is a priority strategic market for increasing demand for Australian Merino wool. It is a sophisticated market, which is well represented by a small range of retailers. Five of the leading retail apparel groups in Japan will join with AWI to promote the ‘Excellence in Australian Merino Wool’ marketing campaign. Educating the market is particularly important as the attitudes of young Japanese consumers have become more evident since the mid-1990s. Young consumers who did not experience the previous wool-marketing campaign in Japan will be introduced to the positive attributes of wool clothing. AWI chief executive Craig Welsh says Japan is the second-largest wool apparel consuming country in the world after China, with an estimated retail market of 80 million kilograms. Mr Welsh says there has been an absence of a targeted wool- marketing campaign in Japan for more than a decade, and Japan has a large influence on global superfine wool demand with its consumer preference for suits. The retail partners in the campaign are: ú Isetan – the fourth-largest department store for apparel sales in Japan and a market leader in retail fashion; ú Onward Kashiyama – the largest apparel manufacturer and wholesaler in Japan, ranked first in men’s wear sales and second in women’s wear sales and the number-one supplier to most department stores in Japan; ú Sanyo Shokai – ranked second in national men’s wear sales in Japan and sixth in women’s wear; servicing mainly department stores. Sanyo Shokai carries a wide range of successful local and international brand licences; ú Aoyama Trading – Japan’s largest men’s wear chain store, ranked first among total men’s apparel retailers in Japan. Its impact on national wool consumption is the largest of all apparel business in Japan with its high concentration on men’s business suits; and ú Flandre – known as a market leader in young women’s apparel in Japan, the company’s turnover has grown six-fold in the past 10 years and it is currently ranked eighth-largest in all women’s apparel manufacturers in Japan. These partners were selected on the basis of their market influence, reputation for consumer marketing, and commitment to increasing the volume of wool merchandise during the course of the program. The program will offer the retailer: ú in-store displays; ú swing tags – branding, description of the product and the fibre story; ú ‘point of purchase’ collateral, such as posters and banners; ú advertising templates for each collection and for the program as a whole; ú training kits for retail staff on Australian Merino wool; ú in-store events and campaign; ú sales staff training; ú website resources; and ú direct mail advertising. ú More information: www.merinoinnovation.com Excellence campaign targets Japan Five of Japan’s biggest retail groups are joining AWI’s ‘Excellence in Australian Merino Wool’ campaign, which includes events, sales staff training and advertising materials T his year marks the 150th anniversary of trade relations between the UK and Japan, and Australian wool is being recognised as a valuable part of this history. The occasion is being celebrated with a season of cultural activities in Japan, with acknowledgement of the ongoing importance of the woollen-apparel trade a feature of the anniversary. AWI is participating in the celebrations through its partnership with the Savile Row Bespoke group, which is presenting two events to showcase the highest level of British tailoring. AWI hosted a reception in Tokyo with the tailors of Savile Row and the British Ambassador to Japan, Sir Graham Fry. “Savile Row produces the world’s most respected bespoke tailoring, showcasing Australian Merino wool at its finest,” says Pascal Senkoff, AWI’s general manager of apparel product development and marketing. “AWI is proud to continue a strong relationship with the Savile Row tailors, which was established in the early 1800s with the first trade of wool to England. “We have recently commemorated 200 years of the Australian wool trade to the UK with Savile Row and we are now pleased to be joining them again to support the 150th anniversary of trade between the UK and Japan.” Following this event was the renowned London Cut exhibition held at Isetan, Japan’s leading department store. The exhibition created a platform for promoting the elegant and eccentric craftsmanship of the elite tailors from the famous London row, bringing together modern suits cut specifically for the event with historical pieces selected from the archives of the great houses on Savile Row. The exhibition presented Savile Row suits that are cut and styled from the finest Merino wool fabrics. Mark Henderson, chairman of Savile Row Bespoke and CEO of Gieves and Hawkes, believes the strong link and longevity of the relationship between Japan and the UK comes from the Japanese consumer insistence on ever-finer wool fabrics and Savile Row’s ability to cut and style unique and beautiful Merino wool garments. ú More information: www.merinoinnovation.com; www.savilerowbespoke.com Wool in Japanese trade celebrations To mark the 150th anniversary of trade relations between the UK and Japan, AWI hosted a reception in Tokyo with the bespoke tailors of Savile Row The London Cut exhibition in Tokyo marked the 150th anniversary of trade relations between the UK and Japan with samples of Savile Row bespoke tailoring.
Jun - Jul 08 Supplement
Aug - Sep 08