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Beyond the Bale : June 2014
June 2014 BEYOND THE BALE 13 OFF-FARM Cool Wool extends retail season in key markets INDIA: RAYMOND AWI has teamed up with India's leading menswear brand, manufacturer and retailer of worsted suiting fabrics, Raymond, to launch a Cool Wool collection to consumers. "This Cool Wool offering from Raymond is the output of product engineering that is aimed at widening the appeal of wool towards new consumption possibilities," explained Raymond's Chief Marketing Officer -- Lifestyle, Business Mrinmoy Mukherjee. "This unique collection of smart and comfortable fabrics will unleash the true potential of wool by offering our customers an exquisite collection ideal for all seasons. We consider wool to be an appealing proposition in fabric and readymade that can be used round the year in the country. We are confident that the magic of wool combined with the equity of Raymond will continue to be a winning combination." To celebrate the launch of the collection, a fashion show was held in March at the Australian High Commission, New Delhi, showcasing a collection of more than 20 garments designed by Indian fashion designer Gaurav Jai Gupta. Gupta's Cool Wool collection for Raymond was introduced to the market in April at Raymond stores and leading multi-branded outlets in the country. "Cool Wool is one of the most easily adaptable trans- seasonal fabrics for Indian weather, which maximises wearing opportunities," explained Mr Gupta. "The collection refers to new ways of juxtaposing separates for menswear and is simple, timeless and straightforward." Indian actor Randeep Hooda and Indian fashion designer Gaurav Jai Gupta on the runway at the Cool Wool launch in New Delhi. AWI's global Cool Wool campaign continues to grow and reach out into new markets, with the result that more and more consumers are being educated that wool is a trans-seasonal fibre. JAPAN: ISETAN AWI collaborated with Japanese department store Isetan Mitsukoshi to promote Cool Wool at an event called Isetan Men's x Men's EX Tailors and Meisters as a part of 'Japan Senses'. Cool Wool bunch books were introduced at the event, and made available at three Isetan Mitsukoshi stores for customers to purchase made-to-order suits. The three bunch books focused on Cool Wool fabrics from the UK, Italy and Japan, with fabric swatches supplied by members of the Cool Wool Weavers Guild. KOREA: LOTTE A "made-to-measure Cool Wool suit event" was held in April in Lotte Department stores, the biggest retailer in Korea, in collaboration with Scottish suit brand Kinloch Anderson. The event showcased suit making for a media event and for consumer education, with Cool Wool suits also on display. The promotion of Cool Wool at the Isetan department store. The promotion of Cool Wool at the Lotte department store in Seoul. TURKEY AND GERMANY: SARAR Guests at the launch of the Sarar Cool Wool collection in Germany. Turkish retail giant Sarar worked in collaboration with AWI to launch in March a collection of stylish and innovative Cool Wool garments in both Turkey and Germany. At its flagship store in Istanbul, Turkey's most famous and stylish actor Engin Hepileri launched the Cool Wool collection alongside Sarar Board Member Mehmet Yilmaz. "The Cool Wool Collection is one of the most important innovations since our foundation in 1944. In this collection we have worked together with AWI and we are proud to create such an innovative collection," Mr Yilmaz said. A week earlier, the Dusseldorf Sarar store was completely devoted to Cool Wool. Attending the launch was singer Ross Antony, Princess Elna-Margret of Bentheim and Steinfurt, TV host Annica Hansenalong with a number of actresses popular in Germany. The Cool Wool for Sarar collection is available at all Sarar stores for spring summer 2014.