AWI Launched High-End Promotional Activities For Chinese Women's Wear

Recently, Australian Wool Innovation Limited (AWI) launched the 2011 high-end promotion campaign for Chinese women's wear.

AWI hopes to increase the share of high quality wool products in China's high-end women's clothing market by strengthening the promotion and promotion of the luxury and quality of merino wool products.

At present, AWI has been leading 6 leading companies in China. High-grade The brand partnership of women's wear is ICICLE (Zhi He), JNBY (Jiangnan Buyi), ZUKKA (Zhuo Ke), exceptions, white-collar workers, and Yi Hui. The promotion is in the form of inviting designers from these brands to visit New South Wales, Tasmania and Western Australia to find inspiration for their respective brands of merino wool products. This process will eventually be broadcast on the first financial channel in the form of television documentary.

"Nowadays, China's luxury market, like other parts of the world, is not only driven by the lure of temptation and commercial speculation. Luxury consumers are more interested in cultural heritage, excellent quality, long history and intangible value contained in exquisite skills. They want to know the essence of brand and product. And this activity will show the most original essence of Australian Merino wool in the screen, integrating tradition and modernity. AWI Global Career Development Manager Sam Guthrie (Sam Csari) said.

　　 During Australia, designers will be involved in pasture labor, such as shearing sheep, catching sheep and experiencing cowgirls.

Not only that, AWI will also set up a "Wool Lab" design studio on a Merino wool ranch. Designer We will receive the creative design training of merino wool here. Wool Lab has collected more than 500 wool yarn and fabric samples from 58 high-end manufacturers in the UK, Japan, Italy and China. Designers can choose raw materials for their design and creation for their own brand products. The creation process of every work will be recorded and spread in the form of documentaries in the commercial, media and fashion industries, showing the unique and elegant charm of merino wool products.

"We firmly believe that Australia's Merino wool is the world's most natural inspired fiber. No other fiber is comparable to the versatile properties of merino wool. So the whole activity will focus on inspiration. Infectious women, creative designers, and creative fibers. " Sam said.

Designers will publish experience blogs, upload photos and shoot learning clips in every place in Australia. The TV program will meet with the audience in December 2011, when the "Wool Lab" series will be involved in the cooperative brand. shop China has been unveiled to prepare for the peak selling season of the Chinese New Year in late January. In addition, AWI will also set up a "Merino creative guerrilla store" in Shanghai, where all brand cooperative products will be displayed for domestic consumers.