WHEN a Chinese media delegation filming a documentary to promote Australian wool bought all the sample garments in a Scottish mill’s showroom, Sam Guthrie knew he was on the right track.
Mr Guthrie, Australian Wool Innovation’s acting regional manager in Asia, had led the delegation through Australia, the United Kingdom and Italy in September and October.
They were collecting footage for nine hour-long episodes for China’s only luxury lifestyle channel to promote high quality fabrics and garments made from Australian Merino wool by selected European partners and to be marketed under the Gold Woolmark brand.
AWI launched the Woolmark Gold campaign last week in Shanghai and Mr Guthrie said he hoped what he witnessed in the Johnstons of Elgin showroom would be indicative of Chinese consumer reactions to the television campaign.
“Our documentary shows the consumer that if they really want to buy something special, something of true luxury they need to be more sophisticated, to look behind the brand at the heritage, craftmanship, quality and provenance of the fabric and of the fibre.
“Behind the brand is where the soul is,” he said.
“The story of the fibre, of the skills and sweat and genius involved in grows it off the sheep's back, the history of devotion to craftmanship, artistry, and technical excellence as the fibre is turned into fabric - these are the narratives that capture the imagination of the Chinese consumer and make him walk into a store and ask not for a suit, but a suit of Australian wool woven into fabric by the elite of the elite as represented by our Woolmark Gold partners.”
Mr Guthrie said the experience of Johnstons of Elgin reassured Woolmark Gold organisers their thesis was right.
“The heritage of the Australian wool industry and our Woolmark Gold partners appealed to that sense of longing every luxury Chinese consumer has for products that are unique, significant and therefore differentiate the owner as someone of status, class and most of all sophistication.”
Part of the Chinese delegation, CBN Chin director Celia Zhang, said she was impressed by the Wee Jasper farm of superfine wool grower Helen Cathles and believed Chinese consumers would link the farm’s green pastures with the quality of Merino wool in garments.
“We never know the sheep have such a beautiful place to live,” Ms Zhang said.
The 28-year-old would now buy more wool garments after visiting the farm, the UK and Italian mills, and Savile Row in London during filming.
“When I buy I can see what it is made from – I look for the label,” she said.
She said the documentary linked wool and lifestyle with quality fabric and garments.
“We think it is the right time for Chinese to consume wool garments.”
Ms Zhang also bought four scarves at Johnstons of Elgin and said the visit came after the CBN China and media delegation had seen how Australian Merino wool was produced and made into garments in UK mills and into suits on Savile Row in London.
“So we know it is a good thing.”
