2007 News
Australian Merino wool reaches into global markets
3 December 2007
In its commitment to marketing Merino wool around the globe, Australian Wool Innovation (AWI) is rolling out a series of workshops and meetings with key retailers around the globe.
AWI has already held more than 600 retail workshops in 12 countries globally including China, UK, Korea, Italy, USA, Australia, Germany, Japan, India and France.
AWI Global Product Development Manager Jimmy Jackson said the workshops aim to introduce key global retailers to an innovative range of Merino products, their applications and the benefits of using Merino in their range.
"AWI can provide business partners with technical knowledge, such as how to dye, spin and finish; where to source fibre, yarn and garments; and knowledge of how to enhance wool's properties by making it easy-care and softer," said Mr Jackson.
"We can also help retailers and brands to successfully communicate to the consumer through the development of product brand names, hang tags, point of sale display information and public relations."
AWI is also providing one-on-one workshops to business partners to update them on the latest developments and trends and to provide advanced strategies for marketing knitted garments.
Showcasing innovative product developments, the workshops highlight the true versatility and durability of the Australian Merino wool.
Each workshop also provides a consumer overview of the world of fibre and fashion based on the result of surveys with more than 22,000 people across the globe. Consumer insight presentations have been tailored by region to incorporate detail about each regional customer’s responses.
Retailers involved in the workshops include Bennetton, E. Zegna, Marks and Spencer, Jigsaw, Banana Republic, Laura Ashley and Armani and in Australia, Country Road, Kookai, Sportscraft and Myer.
The workshops typically include an introduction to AWI, a knitwear product and trend presentation and a review of the AWI seasonal suitcase.
A deluxe marketing kit was created to provide each retailer participating in the workshops with information including:
* The Hero brochure –about AWI and the Merino fibre
* Knitwear product information brochure
* Contact list booklet for knitwear products (contacts of supply chain partners)
* Insights magazine
* Business to Business brochure – detailing how AWI works with businesses
* Brochure detailing Merino Source (the new on-line sourcing guide from AWI)
The workshops have received an overwhelmingly positive response, with the most favoured Merino products Merino Vintage, Moisturising Merino, Ultra Light Merino, Mercerised Merino and Easy Care Merino.
For further details visit: www.woolinnovation.com.au