The New Zealand outdoor lifestyle brand Icebreaker will host its 2015 autumn/winter China trade show in Beijing on November 19–20, 2014. As a brand known for its ‘Merino’ (merino wool) products, Icebreaker will kick off its journey in the Chinese market in 2015—the Year of the Sheep according to the Chinese lunar calendar.
Icebreaker’s brand philosophy is to inspire customers “To inspire adventures in nature, wearing merino.” ——to better unleash adventure spirit in nature while wearing merino wool. To help Chinese consumers enjoy truly comfortable merino wool products, Icebreaker will develop an Asia-specific fit tailored to Asian body types, highlighting the brand’s commitment to the Chinese market and its customers.