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Beyond the Bale : December 2013
FAST FACTS l No1 Savile Row icon Gieves & Hawkes has become a Woolmark Gold brand partner. l Woolmark Gold aims to position Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. l Gieves & Hawkes has more than 100 stores throughout China, with more set to open their doors to cater for China’s ever-expanding and increasingly discerning luxury goods market. Iconic Savile Row retailer Gieves & Hawkes has become a Woolmark Gold brand partner to increase its sales in China. Just 10 years after Gieves & Hawkes opened its first store in China, the fabled suit maker now has more than 100 stores throughout the country and there are plans to open more in the coming years to cater to China’s ever-expanding luxury goods market. Internationally recognised as the purveyors of quintessential English style, Gieves & Hawkes embodies a combination of its Savile Row heritage, unique design and finishing skills, and excellent customer service. This makes the company a very attractive Woolmark Gold partner in the increasingly affluent Chinese market that is discerning in its taste and appreciation of quality. AWI launched the Woolmark Gold campaign in October 2012 in a bid to position Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for premium goods. Woolmark Gold sets a global benchmark for fine tailoring, a standard shared by Gieves & Hawkes which has prided itself on uncompromising standards of both material and manufacture for more than 200 years. To qualify for Woolmark Gold status a cloth or fabric must meet strict criteria. First, it must be made from Australian Merino wool of 19.5 microns or less; then, it must have been woven or spun by one of a select group of just 12 British and European Woolmark Gold- accredited weavers and spinners. Gieves & Hawkes Managing Director Ray Clacher describes the affiliation with Woolmark Gold as a natural fit. “Our company has a longstanding tradition of craftsmanship, selecting only the finest fabrics available in the world,” Mr Clacher said. “The Chinese consumer demands the real thing and Woolmark Gold gives us a genuine seal of approval.” Gieves & Hawkes has celebrated the union through aspirational content including a co-branded film recently shot by Oscar- nominated British director, Mike Figgis, alongside dedicated window displays, Woolmark Gold garment labelling, tickets and staff training across the region. AWI Chief Strategy and Marketing Officer Rob Langtry said: “The market for luxury apparel in China has been expanding rapidly and consumers are looking for true quality at this level of the market. Working with our European partners, the Woolmark Gold program combines the superb qualities of 100 per cent natural Australian Merino wool with the historical skills of weaving exceptional cloth.” More information: www.woolmarkgold.com/Gieves_Hawkes.html 13 OFF-FARM A Gieves & Hawkes store in China promoting its Merino wool apparel and the Woolmark Gold brand. Golden standards a natural fit December 2013 BEYOND THE BALE