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Wool Stocktake : AWI Annual Report 2007-08
AwI IN JAPAN tHe japaNese marketINg prOject AWI began rolling out a $1.4 million marketing program this year involving five major Japanese retailers through to March 2009. The program’s aim is to create nearly one million kilograms of new demand over the next three years for Australian Merino wool. Japan is a priority strategic market for increasing demand for Australian Merino wool. It is a sophisticated market, which is well represented by a small range of retailers. Five of the leading retail apparel groups in Japan have joined with AWI to promote the ‘Excellence in Australian Merino Wool’ marketing campaign. Educating the market is particularly important as the attitudes of young Japanese consumers have become more evident since the mid-1990s. Young consumers who did not experience the previous wool-marketing campaign in Japan will be introduced to the positive attributes of wool clothing. Japan is the second-largest wool apparel consuming country in the world after China, with an estimated retail market of 80 million kilograms. There has been an absence of a targeted wool marketing campaign in Japan for more than a decade, and Japan has a large influence on global superfine wool demand with its consumer preference for suits. The retail partners in the campaign are: – Isetan – the fourth-largest department store for apparel sales in Japan and a market leader in retail fashion – Onward Kashiyama – the largest apparel manufacturer and wholesaler in Japan, ranked first in men’s wear sales and second in women’s wear sales and the number-one supplier to most department stores in Japan – Sanyo Shokai – ranked second in national men’s wear sales in Japan and sixth in women’s wear; servicing mainly department stores. Sanyo Shokai carries a wide range of successful local and international brand licences THe SuIT You cAn cLeAn In THe SHoWer For the time-poor smart dresser in Japan, the ultimate in easy care was released this year: a suit that washes clean in the shower and dries in time for another day. And it needs no ironing. It is the world’s first wool, non-iron suit, which can be rinsed under a normal shower stream to remove all the dirt, stains and odours accrued during everyday wear. The rinse and clean suit was a joint product development between AWI and pioneering suit retailer Konaka & Co. Ltd. The suit was unveiled in February 2008 at Konaka Group stores in Japan, in time for the coming spring/summer 2008 season. AWI and Konaka were also jointly responsible for other laundry-busting innovations such as the Rain Suit, which repels water and oil, the Super Non-Wrinkle Suit, and the Air-Fit Suit, which is light, warm and comfortable. These products have already begun building a growing following among busy business people. The suits are particularly futuristic because of their remarkable capacity to allow dirt to be rinsed off in a warm shower without detergent. Hung up to dry, the suit can be worn again without ironing, still retaining the original wool texture and the suit’s fabric quality and fit. Their environmental credentials are further enhanced by the fact it does not need dry cleaning and can be cleaned quickly, with minimal water use. Smog, dirt, smoke, smells and stains from food and drink rinse away after just a few minutes under a 40°C shower. The suits have a hollow fabric structure that allows air to pass through and embody a blend of fabrics – one made of pure wool and the other containing wool and polyester at the ratio of 83:17. Water repellent is added to the suits, while an eco-super 3D processing is used to maintain shape. The final finish uses the natural amino acid L-cysteine – found in hair, nails and skin – to maintain the suit’s shape. The suits were designed by Japanese designer Kansai Yamamoto and British designer John Pearse and are marketed under the brand names Kansainan Collection and John Pearse. More information: www.merinoinnovation.com www. konaka.co.jp/item/01/top_shower AWI 07/08 ANNUAL 41 – Aoyama Trading – Japan’s largest men’s wear chain store, ranked first among total men’s apparel retailers in Japan. Its impact on national wool consumption is the largest of all apparel business in Japan with its high concentration on men’s business suits – Flandre – known as a market leader in young women’s apparel in Japan, the company’s turnover has grown six-fold in the past 10 years and it is currently ranked eighth-largest in all women’s apparel manufacturers in Japan These partners were selected on the basis of their market influence, reputation for consumer marketing, and commitment to increasing the volume of wool merchandise during the course of the program. The program will offer the retailer in-store displays; swing tags – branding, description of the product and the fibre story; ‘point of purchase’ collateral, such as posters and banners; advertising templates for each collection and for the program as a whole; training kits for retail staff on Australian Merino wool; in-store events and campaign; sales staff training; website resources; and direct mail advertising. More information: www.merino.jp
AWI Annual Report 2008-09
Annual Report 2006-07