Heilan Home company President Chen Furong said the machine washable wool blend suits were a significant step for the retail market and had provided Heilan with a technical edge.
“The significance of the suits is their easy care, convenience and cost effectiveness. Heilan strongly believes there is huge potential in the China market,” Mr Furong said.
The sales target for the 50 per cent wool, 50 per cent polyester suits is 100,000 per year after two years. AWI has provided market support for the Heilan suits, including point of sale material such as swing-tags and in-store posters together with the launch event and a progressive road show that will target China's young professional consumer market.
The launch event aims to create a wave of publicity for the suit, with an invitation list including local dignitaries, 107 media representatives from 75 television stations, newspapers, magazines and websites, plus VIPs including the Heilan company President and the Executive Director of the powerful Chinese Garment Association.
The suit will be modelled at the launch by Chinese movie star Mr Yin and then the suit will be put through its paces in a washing machine on stage.
The technology for the machine washable suit was first developed by AWI in partnership with Berkeley Apparel in Australia in 2003, and has since been taken to China, Australia's single largest buyer of wool, as part of a global strategy being undertaken by AWI to increase demand for wool.
marketing@alchempro.com
