AWI targets women's luxury market in China

摘要

Australian Wool Innovation (AWI) is aiming to reinforce Merino wool's luxury credentials whilst growing its market share in the rapidly expanding Chinese womenswear segment with its 2011 China Luxury Market Campaign. China is the world's second largest luxury market, consuming 27.5% of global luxury purchases. According to McKinsey, in 2010 Chinese consumers spent $15 billion on luxury products. The campaign will involve television, radio, print, online, social media, in-store promotion and outdoor billboards. At the heart of the campaign will be a six part television documentary filmed by the Chinese Business Network (CBN), with whom AWI collaborated on the Woolmark Gold series.