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23rd December 2010, Shanghai

AWIs Chinese partners celebrate a love of merino

AWI wool partner - Kroceus - A girl wearing woolSaid to be inspired by the recent Australian Merino Innovation tour, AWI’s Chinese brand partners have unveiled their latest products across womens, mens, baby, sport, urban and outdoor-wear.  

The brands launched their 2011 Merino wool collection at the ‘I Love Merino’ event in Shanghai. Involved were womenswear brands EP, Icicle, JNBY, menswear brand Croquis, outdoor brand Kroceus, kidswear brand Les enphants and underwear brand Schiesser.

“Having experienced the landscape, animals and people behind Merino wool, the natural fibre has become an ingredient for us to develop new garments for our fast changing market here in China,” Icicle Designer Vanessa Yao said.

With 3000 outlets collectively, the seven brand partners expect to sell 100,000 pieces for the season. In the upcoming 2011/12 autumn/winter selling season, some items may also be selected for mass production.

 Chief designers from each of the brands launched their 2011 Merino wool collection to over 50 mainstream media outlets from mass, trade and internet media with Tencent QQ, Esquire, Oggi, Elle China, Madame Figaro, Grazia, Bazzar, Yoku and Tudou all reporting from the event.

"In China where there are so many local, creative and unique brands entering the market, all are looking for a unique point of difference that grabs the attention of the Chinese consumer. Our strategy is to position Merino wool as that differentiator - offering versatility, inspiration and luxury to designers looking to expand their brand's creativity beyond the status quo of synthetic fibres," AWI Global Business Development Manager Sam Guthrie said.

The ‘I love Merino’ event was the third stage of a Chinese domestic campaign launched by AWI, after the Merino concept launch at the Australian Pavilion at the 2010 Shanghai Expo in June and Australian Merino Innovation tour in September.

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