Home / Knowledge / News / Textiles / AWI launches aggressive wool marketing push into China
AWI launches aggressive wool marketing push into China
12
Nov '08
Australian Wool Innovation (AWI) has launched its biggest marketing campaign in China for more than a decade.

It's the first time that Australian Merino wool will utilise guerilla marketing techniques with a heavy focus on selling the Woolmark brand story to Chinese online communities.

According to the Chairman of AWI, Brian van Rooyen, the thrust of the campaign covers five cities across China with the potential to reach more than 15 million people.

"This is an exciting development involving partnerships with eight department stores and more than 35 Chinese knitwear brands and Woolmark licensees," Mr van Rooyen said.

"It will result in a 5% increase in unit sales of Australian Merino knitwear for all partners involved and a 20% increase for foot traffic."

He said significantly the campaign would build brand awareness of the Woolmark.

"lt will restore the credibility of the Woolmark brand and license to Chinese licensees as a device which provides differentiation and drives demand," he said.

"This is an example of how AWI can use dynamic and creative marketing techniques at a comparatively low cost in order to promote wool in key markets.

Mr van Rooyen said the campaign would promote Australian Merino to the domestic market in China.

"China is the perfect place to launch this approach, particularly given the global economic slow down and the fears of a recession in western markets," he said.

Over the last decade, due to a lack of marketing support, Woolmark licensee numbers in China have dropped each year by 15% resulting in low consumer awareness of the Woolmark.

By using a well-known Chinese fashion 'blogger' and other online marketing techniques, younger fashion markets will be exposed to the Woolmark.

After a few weeks the campaign is already exceeding its targets for online visits. The online component is being driven by a consumer website at www.merinotouch.com.cn .

Of the 500 current apparel licensees in China 60% are in the knitwear business.

"These licensees require AWI to assist them educating the consumer as to the value of Australian Merino and the meaning of the Woolmark," he said.

Conventional marketing media in China is incredibly expensive, so AWI has decided that this integrated off-line / online strategy will give the best return with its business partners contributing three times AWI's marketing contribution.

The campaign began in late October and will run until the 7th of December.

Mr van Rooyen said it was a tangible example of AWI's key account management system in action.

Australian Wool Innovation


Must ReadView All

Courtesy: American Silk Mills

Textiles | On 18th Oct 2017

Sutlej Textiles adds American Silk Mills to its portfolio

Sutlej Textiles and Industries Ltd (STIL) has announced the...

Arvind Limited executive directors Punit Lalbhai (left) and Kulin Lalbhai explaining the project to Gujarat chief minister Vijay Rupani. Courtesy: Arvind Ltd

Apparel/Garments | On 18th Oct 2017

Arvind to set up mega apparel facility in Gujarat

Arvind Limited, one of India’s largest textile to retail...

Cotton stocks accumulating everywhere outside of China

Textiles | On 18th Oct 2017

Cotton stocks accumulating everywhere outside of China

Global cotton stocks outside of China are expected to rise by nearly...

Interviews View All

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Amrit Sethia
SOIE

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Nitin Bhatia
Trend Arrest

Setting up a brand for online selling is easy, but running the brand is not

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Suresh P Bagrecha

Komal Texfab, founded in 1981, is into manufacturing of knitted fabrics,...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.3%
No
13.6%
Skip
9.1%

Total Votes: 66

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
60.6%
No
28.8%
Skip
10.6%

Total Votes: 66

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
84.8%
No
10.6%
Skip
4.5%

Total Votes: 66

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
74.2%
No
12.1%
Skip
13.6%

Total Votes: 66


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search