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Beyond the Bale : March 2014
17 OFF-FARM India warms to wool AWI has been promoting wool apparel in Indian shopping malls. Acelebration of Australian Merino wool has been enjoyed in Indian shopping malls, as consumers were invited to fall in love with the natural, renewable and biodegradable fibre. As part of AWI's Merino Wool. No Finer FeelingTM fibre advocacy campaign, three of the biggest shopping malls in Delhi and the National Capital Region (NCR) promoted Merino wool as the premium, luxury fibre of choice, making a connection between how the fibre feels to touch, and how it makes the wearer feel. FAST FACTS l Australian Merino wool has been promoted as the fibre of choice in three of India's largest shopping malls. l Joining forces with the retailers Raymond Group and Monte Carlo, Australian Merino wool was also promoted on the retailers' Facebook pages and engaged more than 50,000 users each day of the campaign. l A media round table was also held to discuss the increase of Australian Merino wool in the Indian fashion apparel industry. In association with the Raymond Group, Monte Carlo, bespoke Savile Row tailor and contemporary menswear label Richard James, and 2013/14 International Woolmark Prize winner Rahul Mishra, the on-ground campaign highlighted the versatility of wool and the fibre's trans-seasonal benefits, aiming to drive consumer awareness and increase the demand for Merino wool. AWI promoted Merino wool and its attributes via the Facebook pages of both Monte Carlo and Raymond. Monte Carlo recorded 10,000 new Facebook fans, with engaged users increasing from 306 per day to 24,000 per day and the daily reach increased from an average of 4500 to 480,000 per day. The Raymond Group experienced similar success, gaining 32,700 new Facebook fans and an increase in engaged users from 15,100 per day to 29,000 users. The daily reach also went from 539,279 to 2,023,784. AWI's consumer-facing website www. merino.com also enjoyed a 20 per cent increase in click-throughs from Facebook compared with the two weeks before the campaign. Throughout the malls a unique experience zone was set-up by AWI capturing the natural beauty of the Australian landscape. A video showcasing the entire wool production pipeline was also played, educating consumers about the farm to fashion journey. AWI acting country manager for India Alex Lai said the fibre advocacy campaign throughout Indian malls was the ideal way to target consumers and promote leading retailers and brands. "Wool is a premium fibre, and products made from wool should have consumers' full confidence," he said. "We want Indian consumers to understand wool's full potential and become aware of the fibre's versatility. We want Indian consumers to feel the true luxury of the fibre and also know the benefits of the Woolmark brand." AWI also organised a media roundtable on 26 November with its key partners in India, once again including the Raymond Group, Monte Carlo and Rahul Mishra. Twenty journalists from leading publications attended to hear about increasing the inception of Merino wool in the Indian apparel industry. India is the second largest importer of Australian wool -- importing 20.9 million kilograms in 2012/13 -- second only to China, and is set to increase the amount of wool it imports thanks to partnerships with Raymond and Monte Carlo. March 2014 BEYOND THE BALE