In response to the growing demand for high-quality products, innovative retail experiences and digital engagement, The Woolmark Company partnered with TMALL, China’s most influential B2C e-commerce platform, to debut TMALL Wool Week from September 6-10. Along with other fashion brands of unique style and market influence, The Woolmark Company showcases the excellent characteristics of Australian Merino wool, highlighting its breathability, softness, easy-to-clean material and versatility.
Based around the theme Live Naturally and Choose Wool, the event was designed to cultivate a deeper understanding of wool among young consumers. The intention is to challenge stereotypes around wool products and to raise awareness of high-end Merino wool fashion products.
Leading brands participating in Wool Week include EDITION, EIFINI, HAZZYS, ICICLE, JNBY and MEILLEUR MOMENT, along with many of China’s leading fashion brands. Through these collaborations, Woolmark has an opportunity to champion premium local brands and emerging designers. At the same time, digitally savvy shoppers and leaders in China’s fashion industry can develop an appreciation for the superior quality and versatility of wool products.
During Wool Week, users were able to log into the TMALL website, or the mobile Taobao App homepage, to access the TMALL Wool Week homepage. Products recommended by the Woolmark Company not only cater to consumers’ diverse fashion needs, but also highlight extraordinary quality of Australian Merino wool. Meanwhile, there are up to 30 beautifully designed pieces on the Fashionista recommendation page, where Key Opinion Leaders demonstrate wool outfits and interact with consumers.
In addition, the venue sets up a Woolmark Company wool encyclopedia sub-venue. Through the elaborated and easy-to-read tips and articles and exquisite graphic explanation, the encyclopedia renders the consumers a better understanding of the superior performance of Australian Merino wool by tracing the wool fibre to its origin, explaining the meaning of the wool logo, and offering a variety of daily wool care methods.
“The excellent natural, renewable and biodegradable properties of Australian Merino wool, along with China's outstanding local brands and designers, deserve more attention from Chinese consumers,” Jeff Ma, the Executive Vice President of Greater China Area and Asia New Markets and General Manager of China of The Woolmark Company, said. "We are very pleased to cooperate with Tmall, China's most influential e-commerce platform, to provide quality wool fibres and outstanding local brands to the younger generation of consumers who are looking for high quality and environmentally conscious products."
As the TMALL Wool Week campaign launched online, there were also promotions in retail stores. Consumers entering the stores also learned about properties of wool and care methods.
[All images courtesy of promoter]