A clip from a video by Lanvin Sport promoting its wool golfing apparel in Japan.
The biggest sportswear group in Japan has expanded the number of its products containing wool, thanks to a marketing collaboration with The Woolmark Company during the past Autumn/Winter season as well as the upcoming Spring/ Summer season.
The Descente Group is the largest Japanese sportswear group with annual sales of A$1.87 billion and it operates several major sports and outdoor apparel brands including golfing brands Munsingwear and Lanvin Sport and outdoor brand Marmot.
The Woolmark Company is supporting the promotion of nearly 100,000 pieces of wool and wool blend products of these three brands during the Autumn/Winter season and upcoming Spring/Summer season.
Descente has in the past only used a small amount of wool. However, following an inspiring AWI-organised tour of several Australian wool-growing properties in 2018, and close work with the various brand managers, it decided to expand its use of wool and convey the story of the fibre to consumers.
“Through this collaboration with three of Descente’s brands, we are marketing Merino wool as the best fibre for sports and outdoor activities, but also promoting Merino wool as a natural and earth-friendly fibre of choice,” said AWI Country Manager Japan Samuel Cockedey.
“We are encouraging these three brands to increase their use and marketing of wool whilst also creating a successful business case so that we can extend our relationship with other brands of Descente Group in the future.”
A promotion of Munsingwear wool golfing apparel in Japan.
THE THREE BRANDS
Munsingwear is one of the famous golf wear brands in Japan for men and women. It is the third largest brand in the Descente Group with 150 stores and 500 wholesale partners. Wool apparel promoted during the recent campaign has included golfing jackets, jumpers, trousers and skirts.
Lanvin Sport is widely acknowledged as a high-end French golf wear brand in Japan and has 58 stores and 60 wholesale accounts. Wool jumpers and jackets have been promoted during the past winter season.
Marmot is a well-known outdoor wear brand for men and women in Japan, with sales mainly from 800 wholesale partners. It is the first brand in Japan to use the 100% Merino wool water and wind resistant Neulana Protect fabric made using OptimTM technology. Aside from wool jackets, other wool products promoted have included long-sleeve T-shirts.
Marmot is the first brand in Japan to use the 100% Merino wool water and wind resistant Neulana Protect fabric made using OptimTM technology.
MARKETING ACTIVITIES
The marketing of the brands’ wool products includes print and digital channels as well as in-store promotion.
Print advertorials promoting the wool products and educating readers about the natural origin and benefits of wool have appeared in the most famous and major newspaper in Japan, Nikkei, golf magazines and brochures.
Digital promotion has included features on Descente’s and the brands’ own websites, the most famous outdoor/fashion website in Japan ‘Go Out Web’, as well as social media posts on Instagram and Facebook.
In-store promotion at all 208 of Munsingwear’s and Lanvin Sport’s stores across Japan has included window displays, brochures, wool care guides, special swing tickets and digital signage, plus wool key ring mementos.
This article appeared in the March 2020 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged, however prior permission must be obtained from the Editor.
