The Woolmark Company and China’s largest vertically integrated textile group, Youngor, have launched an Australian Merino wool marketing campaign across a selection of Youngor stores.
Launched December 3, the campaign is designed to introduce Chinese consumers to the natural, renewable and biodegradable benefits of Australian Merino Wool, and highlight the fact that Youngor insists on using the highest quality ingredients in the production of its garments.
The Woolmark Company collaborates with leading brands in the global fashion industry to position Australian Merino wool as the world’s finest natural luxury fibre, and the joint marketing campaign with Youngor will be rolled out across three months. In-store promotions will heighten both retail staff and consumer education, along with brand promotion and the naturally inherent benefits of Australian Merino wool. With the shift of focus to the ingredients used in luxury-to-high-end apparel happening relatively quickly, Youngor decided to launch the Australian Merino Wool campaign in order to differentiate its brand from other brands within the market.
“As the economy has continued to grow many new brands have entered the market, and the market is now so cluttered with medium-to-high-end apparel retail brands,” Youngor Regional Manager Mr Li Chunbao said. “We wanted to do something that was interesting, educational and different, something that would allow us to tell our customers about our quality credentials.”
The Youngor Group was established in 1979, and is one of the largest vertically integrated textile groups in China. The company employs more than 50,000 people and in 2012 generated a total revenue of USD7.2 billion, with a total profit of USD420 million. Youngor operates an apparel retail division of just over 3500 stores across China. The company works closely with Japanese and European designers and also has a fashion design centre in Italy. Aside from investing in the development of its retail network, Youngor has also began a series of brand marketing activities across all China markets.
“As Chinese apparel consumers have become more experienced and sophisticated, being a large and famous brand or emphasising design is no longer enough to attract consumers” explains Youngor Shanghai Area Manager Ms Lu Ping. “We must now also tell the story of the fabric and the ingredients that we use to make our clothes and garments. This is why we are running this Australian Merino wool campaign….We know that it is one of the very best ingredients and we are sharing this with our customers”
With The Woolmark Company having vast experience in promoting Australian Merino Wool, it is well-placed to address the increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind the Merino wool product.
As The Woolmark Company Chief Strategy and Marketing Officer Rob Langtry explains: “Traditionally in China we have told the story of Australian Merino wool with international brands, such as our ongoing campaigns with Gieves & Hawkes and Cerruti. Youngor is the first very large Chinese retail group to contact us to discuss how they could also tell the Australian Merino wool story to their customers and we are delighted to begin working with such a large textile group and such a recognised and famous Chinese brand.”