Targeted online marketing campaigns have helped Australian Wool Innovation’s retail collaborators in China to record $122 million in extra wool garment sales. As per a Sheep Central report, during Wool Week in October 2021, followed by Double 11 and Double 12 festivals collaborators’ extra wool garment sales increased 40 per cent to $122 million. John Roberts, CEO, AWI says, the latest campaign highlighted premium natural qualities and effortless style of Merino wool –with the aim to make Merino wool the most coveted apparel fibre for consumers during China’s 2021 winter.
The firm’s wholly owned subsidiary — The Woolmark Company – partnered e-commerce giant Tmall to put Merino wool in the forefront of digitally savvy shoppers’ minds, whilst further championing the wool products of premium Chinese and international brands. The Woolmark Company also worked with the No.1 livestreamer in China, Viya, to host a livestream event on September 27, which was especially popular. Brand partners included: MO&Co., Lily, Eifini, GXG, Dazzle, Edition and Banxiaoxue. This has raised AWI’s intentions to buy Merino Wool by 22.4 per cent to 87.1 per cent, says the firm.
