Wool grows at retail in Vietnam

Leading Vietnamese brand IVY Moda in November launched a marketing campaign, supported by The Woolmark Company, for its new collection of womenswear made from Merino wool.

AWI recently supported a leading Vietnamese brand to launch a wool collection, raising consumers’ awareness of Merino wool as a premium fibre and its benefits.

AWI has worked in the Vietnamese market for eight years and considers the country as a key emerging market for wool. As the country’s economic and social environment evolves, AWI has witnessed the country’s growing interest in the use and production of quality wool product.

AWI’s primary aim in the country has been to develop new manufacturing supply chains for wool products. However, we have witnessed the market for wool now extending far beyond the manufacturing sector, allowing AWI to help introduce apparel made from Australian Merino wool to consumers in the Vietnam domestic market.

The 10-piece Merino wool womenswear collection is available at 51 IVY Moda stores in Vietnam and selling well Co-branded instore displays and garment tags highlighted the natural benefits and provenance of Merino wool.

As the Vietnamese middle class continues to grow, now is an opportune time for wool to be promoted to consumers in Vietnam.

One the Vietnamese fashion brands that AWI has been working with is IVY Moda, which retails contemporary women’s, men’s and children’s clothing lines. IVY Moda is one of the top four local womenswear brands in Vietnam with 70 stores nationwide as well as an online shop.

IVY Moda was recently selected by AWI’s marketing subsidiary, The Woolmark Company, as a suitable partner because the Vietnamese brand is well placed in the middle to higher end range of the market and has a strong focus on marketing and social media content. The brand has previously collaborated with the likes of ELLE on its collections.

With support from The Woolmark Company, IVY Moda designed a 10-piece Merino wool womenswear collection for its Autumn/Winter 2019/20 range. All the pieces are Woolmark-certified and machine washable. They are available to purchase in 51 of its stores and online.

The marketing campaign was also run online on the IVY Moda website and social media channels.

Titled ‘Feel the real’, the co-branded marketing campaign was launched in November. It highlighted the natural softness Merino wool as well as the easy-care nature of the garments. The target audience is Vietnamese upper middle-class women aged 25-40 who work full time in corporate jobs in major cities (Hanoi and Ho Chi Minh) and are fashion conscious with some disposable income.

A photoshoot, video, social media campaign and instore marketing were prepared with support from The Woolmark Company, highlighting the benefits of Merino wool. Training about wool was also given to the brand’s store managers as well as designers, marketing team, and quality control team.

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