New campaign promotes Australian Merino wool in China

摘要

With a population of over 1.4 billion, China represents the world's most lucrative fashion market. Chinese consumers are also increasingly sophisticated and constantly demanding a quality upgrade thanks to the rise of e-commerce and the proliferation of brand choices. To seize such an opportunity, The Woolmark Company teamed up with Wieden+Kennedy Shanghai to launch its first ever brand campaign in China, aiming to turn its prestigious Merino wool into the most coveted winter fibre for 2020. Stuart McCullough, CEO of The Woolmark Company, said: "We predicted China's economy would be first to bounce back from the disruption caused by Covid-19. They are Australian wool's biggest and most important customer. The time is right to promote our wool to a market that is both willing and able to buy wool in large amounts. Sadly, that is not the case in other key Northern Hemisphere markets.