Australian Wool Innovation Limited (AWI) informed that the Chinese movie star Yin Xiaotian launches new suits.
Chinese movie star Yin Xiaotian will launch a new wool blend machine washable suit, targeted at increasing wool suit sales among young Chinese professionals. Mr Yin is the face of the Heilan suit, taken to market through Heilan's partnership with Australian Wool Innovation Limited (AWI).
The machine washable wool blend suits, which have the elegance and versatility of wool but also hold their shape and style after machine washing, have long been identified by retailers as a development that could substantially increase the appeal of wool suits among the younger generations.
The launch is the first of four that will occur in key regions throughout China, each to be followed by a marketing road show in Heilan Home retail stores.
AWI Chief Executive Officer Dr Len Stephens said the launch of the machine washable suit in China was an example of AWI's business to business strategy to build demand for Australian Merino wool.
"By working with the decision makers in the apparel supply chain – the manufacturers, product developers, designers and retailers – to introduce performance improvements and innovations, we can build demand for Australian Merino wool,” Dr Stephens said.
The Heilan Group is one of China's biggest integrated menswear manufacturers and retailers, with annual production of three million suits and 250 retail shops across China.
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