HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : December 2013
7 OFF-FARM AWI has united with leading Japanese retailer UNITED ARROWS as part of the Merino Wool. No Finer FeelingTM fibre advocacy campaign. The two-year partnership symbolises a unique venture with the high-profile company, to raise the profile of Merino wool as a luxurious fibre within the Japanese market. UNITED ARROWS is the fastest- growing top-tier retailer in Japan, and with 38 stores across the country plus digital channels, the retailer’s plan to place a greater emphasis on Merino wool is a welcome decision. A delegation from UNITED ARROWS embarked on a provenance research tour in September to help source the most appropriate Merino wool for the retailer’s apparel range. The trip included a visit to Murray Pickers’ family property ‘Hillcreston’ in Bigga, NSW, and features in a short film produced by the retailer. Hosted on the retailer’s website, the film titled How my sweater came to be starts in Japan and traces the journey of a consumer’s sweater to China where it was manufactured, and then right back to Australia and ‘Hillcreston’ where we see the Pickers’ Merino sheep and some shearing. “We visited Australia in September to discover the natural origin of Merino wool, and we are planning to develop promotional activities which tell the benefits and the high level of quality of wool products to Japanese consumers,” UNITED ARROWS Senior Executive Officer Naoki Ota said. “Wool items will also be widely highlighted at UNITED ARROWS for the 2013/14 Autumn/Winter season.” In-store promotions across the reatiler’s 38 stores ran throughout October as part of the campaign’s first phase, highlighting wool’s inherent benefits. Customers who purchased wool items over JPY10,000 (about AU$100) during the in-store promotional campaign also received a UA Knitted Cap in a bid to increase brand awareness. Advertising in two high-profile Japanese publications also ran in October to further promote the collaboration and the Merino Wool. No Finer FeelingTM fibre advocacy campaign. The Merino Wool. No Finer FeelingTM campaign aims to inform a new generation of consumers - and the fashion community - about the natural attributes and benefits of Merino wool. The campaign establishes Merino wool as the fibre of choice for fine, contemporary fashion and the new venture with UNITED ARROWS will raise wool’s profile within the Japanese market. “The Woolmark Company is proud to be partnering with UNITED ARROWS, sharing the rich history and provenance stories of Australian Merino wool with a country that places great respect on history and tradition,” explains AWI CEO Stuart McCullough. “We hope that the collaboration allows Japanese consumers to enjoy the modern beauty and versatility of Merino wool.” More information: View the UNITED ARROWS video at www.united-arrows.jp/movie Australian woolgrower Murray Picker shows a superfine Merino fleece to UNITED ARROWS senior PR manager Mr Daisuke Kawahigashi (left) and AWI Country Manager Japan Toshiya Inoue at the Pickers’ family property ’Hillcreston’ in Bigga, New South Wales. PHOTO: Ray Strange/Newspix. Merino: big in Japan FAST FACTS l AWI has partnered with leading Japanese retailer UNITED ARROWS. l The two-year collaboration is part of the Merino Wool. No Finer FeelingTM fibre advocacy campaign. l A UNITED ARROWS delegation visited Australia in September to see and film the properties where the wool in the company’s apparel comes from. December 2013 BEYOND THE BALE