After 100 years, Berkeley Apparel is still one of the local market leaders in Australian Merino wool suiting.
Australian Wool Innovation (AWI) is partnering with Berkeley Apparel to launch Studio Italia's latest suit innovation, The Money Market Suit. This collection of Super 100's fabrications is in the finest 18 micron Australian Merino wool, offering high quality and design at a moderate cost.
Berkeley Apparel distributes around 100,000 suits per year throughout Australia and New Zealand under various brands including Studio Italia. The majority of these suits (95%) are made from 100% Australian Merino wool with a micron of between 18 and 19.
Super 100's is a term defined under the International Wool Textile Organisation's (IWTO) Code of Practise to describe a pure wool woven fabric in which the mean diameter of the fibre is less than 18.75um. The quality of wool fabric, particularly in its handle or feel, is in a large part determined by the fineness of the wool used in its manufacture.
The Money Market Suit is classically tailored with a strong emphasis on comfort; Studio Italia has acknowledged the importance of comfort in today's hectic work environment.
AWI has been working with Berkeley Apparel over recent months supplying them with market information on the Australian Merino fibre, consumer insights and global macro trends to help educate and inform store staff, retailers and customers.
An advertising campaign has been launched nationally to support the roll out in 200 Australian and 25 New Zealand speciality stores.
As Robert Morris, Marketing Director of Berkeley Apparel explains, “The Money Market suit is targeted at Generation Xers who have the money to spend but want products that are in sync with their lifestyle; they want suits that work for them, seven days a week, night and day. We wanted to launch a product that appeals to this technologically aware, discerning and fashion savvy consumer.”
Australian Wool Innovation Limited
marketing@alchempro.com
