“The five partners identified by AWI were selected on the basis of their influence in the market, reputation for consumer marketing and commitment to increase the volume of wool merchandise in the course of the program,” said AWI CEO Craig Welsh.
“Japan is the second largest apparel wool consumer in the world after China, with an estimated retail market size of 80 million kilograms of wool. Due to the large volume of wool suits, Japan has an especially large influence on global superfine wool demand,” said Mr Welsh.
“The absence of a consumer communication and targeted marketing campaign in Japan since the mid-1990's, means it's a very high priority for us to educate consumers about the benefits of Australian Merino wool. It is an essential first step in an integrated marketing initiative.”
The marketing program will be rolled out over the next 18 months, to be completed in March 2009.
marketing@alchempro.com
