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The second week of April kicked off with the launch of a brand reset of Mohair South Africa. Role-players within the value chain were invited to attend the premiere of the Mohair South Africa short film – a beautiful expression of the effort and care taken throughout the value chain of the industry. The short film has been initiated to mark the beginning of the brand reset, aiming to refresh the identity of Mohair SA and to strengthen the collaboration between role-players within the industry.
Farmers, processors, designers, and key partners attended the event just outside Gqeberha in the Eastern Cape. One of the goals of the brand reset, is to acknowledge the history, while evolving to stay relevant and on top of their game.
After treating the guests to lunch, Lauren Moore presented the intent of their brand reset, embarking on the next chapter of Mohair SA. As head of communications and sustainability of Mohair SA, she also announced their collaboration with SPIN360, to guide them towards sustainable solutions for the textile industry. The world wants to know where, when and how the fibre was produced, and SPIN360 will assist in measuring and communicating the environmental impact of mohair production by providing data-driven information.
Kate Fordyce, former chief marketing officer of Woolworths took the stage to share the complexities and array of elements involved in branding. She captured the audience and closed with valuable lessons on five banana skin situations to avoid. Mohair SA calls on all role-players throughout the value chain, to unite and approach the future with the new brand reset as point of departure – to strengthen the brand awareness and to yet again, be ready for the world. – Illa Hugo, Plaas Media
