High-twist Merino men's suits turn out well in Japan
11 Dec '06
3 min read
The launch of a new high-twist Australian Merino wool men's suit in Japan has been an overwhelming success, selling 96 percent of all stock in just four months.
In May 2006 Australian Wool Innovation (AWI) and Australian Wool Services Limited (Woolmark) in partnership with Aoyama launched the High-twist Merino suit in Japan.
The high-twist fabric, created by NIKKE (Nippon Keori Kaisha), Japan, has a unique handle which feels crisp, very soft, and is extremely lightweight.
Aoyama Trading Company Limited is one of the largest clothing retailers in Japan, principally engaged in the provision of men's apparel through its 733 retail outlets, and with net sales in 2005 of A$2.16 b.
AWI General Manager Pascal Senkoff and Brenda McGahan, Executive Director of Woolmark, said that the pilot program shows what AWI and Woolmark can achieve through working directly with retailers and processors, business to business, taking full advantage of the Woolmark network along the Japanese supply chain.
This relationship with Aoyama and NIKKE has not only created a new product line for a major retailer, but the potential for substantial on-going sales in the coming years.
In the pilot program, the High-Twist Merino men's suits were created and labeled as the PAZZO collection, retailing at 59,000 yen each (A$650).
These suits were trialled through 130 of the 644 “Yofuku No Aoyama” outlets, majority of which are situated in the Tokyo metropolitan area. The 96 percent sales ratio achieved is ranked the second highest among all the suit brands dealt in by Aoyama.
marketing@alchempro.com
