AWI initiates strategic marketing program in Japan

15 Apr '08

3 min read

Australian Wool Innovation (AWI) is rolling out a $1.4 million marketing program involving five major Japanese retailers during 2008 and through to March 2009.

The aim of the program is to create just under 1 million kilograms of new demand over the next three years for the world's most natural fibre - Australian Merino wool.

Japan is a priority strategic market for the growth in demand for Australian Merino wool. It is a sophisticated market, which is well represented by a small range of retailers. Five of the leading retail apparel groups in Japan will join with AWI to promote the 'Excellence in Australian Merino Wool” marketing campaign.

Educating the market is particularly important as the attitudes of young Japanese consumers have become more evident since the mid-1990s. Young consumers who did not experience the past wool marketing campaign in Japan will be made aware of the positive attributes of wool clothing.

“Japan is the second largest wool apparel consuming country in the world after China, with an estimated retail market size of 80 million kilograms of wool,” said Craig Welsh, AWI Chief Executive Officer.

Mr Welsh said there has been an absence of a targeted wool marketing campaign in Japan for more than a decade and Japan has a particularly large influence on global superfine wool demand with its consumer preference for suits.

The retail partners consist of:

Isetan - Fourth largest department store for apparel sales in Japan and a market leader in retail fashion (pictured).

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