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Wool Stocktake : AWI Annual Report 2007-08
APPAREL PRODUCT DEVELOPMENT & MARKETING taRGEt INNOVATION Working with key manufacturers (top makers, spinners, weavers and making-up companies and knitters), primarily in Asia, AWI will develop and transfer technology to ensure that the manufacturing supply chains are established, that new products are technically and commercially acceptable and that the new products are easily accessible and available. The key to success for AWI is the delivery of product ideas that: – add value to a B2B partners business – are directed by consumer demand – are technically assured – have established supply chains and are commercially available – are commercially and environmentally acceptable A range of new and updated ‘MERINO Care’ innovations was launched by AWI. MERINO Care is a range of apparel knitted products that are practical for the consumer, easy to care for, and processes that care for the environment. Included in the range during the year were: – Easy Care Merino: Easy Care Merino knitted apparel products have been made to meet the needs of the busy consumer. – Moisturising Merino: This is part of a new range of cosmetic textiles – clothes that look and feel great whilst providing a sense of well-being for the wearer. – Easy-iron Merino: This technology makes domestic ironing easier after laundering. In some cases it avoids the need for ironing altogether. – Anti-Bacterial Merino: This is a highly effective anti-bacterial treatment based on nanotechnology. Certain scientific tests show a 99.9% reduction in the growth of two of the most common harmful bacteria found on the human skin. – Anti-Moth Merino: This provides effective and safe protection against moth damage for Australian Merino wool knitted garments. – Cool Merino: Cool Merino is the result of extracting natural substances such as Menthol and Myritol and adding them to Australian Merino wool knitted garments to enhance the innate ability of Merino to cool the wearer. – Aromatherapy Merino: These garments help relax or energise the wearer. A range of aromatherapy treatments can now be applied to Merino wool knitted fabrics. A range of new and updated ‘MERINO Soft’ innovations was launched by AWI. New processing technologies have been developed and adopted to further improve the softness of products. Included in the range during the year were: – Soft Classic Merino: This technology is for consumers who desire the traditional classic look but are no longer prepared to accept the coarse hand feel associated with such products. – Mercerised Merino: Mercerised Merino provides luxurious handle and appearance whilst still offering enhanced fluidity, drape and comfort. – Aqua Merino: Australian Merino wool is known for its ability to absorb and release water quickly, whilst still ensuring the garment remains soft and comfortable to wear. – Soft Lambswool Merino: The treatment used to create Soft Lambswool Merino results in a garment that looks and feels as though it has been made using wool which is between 2-3 micron finer. – Ultra-light Merino: Consumers today demand garments that can work across all seasons. Specially produced ultra-light Merino yarns enable garments to be up to 30% lighter in weight, whilst still retaining their durability, structure, and style. A range of new and updated ‘MERINO Visual’ innovations was launched by AWI. MERINO Visual applies a range of new technologies and processes to Australian Merino wool knitwear. The result is a wide range of exciting multi-coloured, multi-textual and distressed effects. Included in the range during the year were: – Vintage Merino: This is a collection of visual effects which have been developed in response to the need for product differentiation. – Spectrum Merino: Today, colour multiplicity helps gain consumer interest. – Textured Merino: Texture adds a unique effect to any knitted garment – consumers today are attracted by unique and individual garments. MARKETING SERVICES AWI’s business to business (B2B) strategy aims to develop the brand image of AWI as the partner and service provider of choice for brands, retailers and manufacturers seeking to develop a commercial edge by using Australian Merino wool. It will do this by establishing commercial partnerships with textile market leaders and trend setters around the world in both the manufacturing and retail brand sectors. The B2B strategy enables AWI to link its innovations to the market, so building demand for Australian Merino wool. AWI will provide marketing support to B2B companies wishing to highlight either: – the intrinsic benefits of Merino which exist in their current range; or – the innovative benefits that exist in a product range created in conjunction with AWI AWI’s successful increase of demand for Australian Merino wool will be delivered via a mixture of product, tactical and regional marketing strategies. 50 ANNUAL AWI 07/08 AWI continued to form direct business relationships with top level influential retailers/brands to reposition Australian Merino wool in the marketplace and increase demand for Australian Merino wool. A selection of this year’s business-to-business relationships included: – Major Japanese marketing program launched – A $1.4million marketing program involving five major Japanese retailers began to be rolled out to cover the market segments identified by AWI as having the best balance between volume and influence over the wider market. – Japanese embraced Australian Merino wool – An innovative collection of men’s clothing made from quality Australian Merino wool by Onward Kashiyama tapped into the burgeoning Japanese demand for green products. – New markets secured in Vietnam – A range of major new projects in Vietnam’s booming textile market were announced, aimed at increasing global demand for Australian Merino wool. – AWI teamed up with leading activewear manufacturer Sugoi – AWI and Sugoi teamed up to introduce the new ‘Wallaroo’ line of Merino activewear to North American retailers. This is the first time in Sugoi’s history that the company has used natural fibre in one of its lines. – New collection of ‘Super 100’s’ fabrics – Berkeley Apparel, an AWI partner, continued as a local market leader in Australian Merino wool suits with the launch of Studio Italia’s latest suit innovation, the Money Market SuitTM. The suits offer high quality and design at a moderate cost. – King Gee launched a new corporate garment range – Australian Merino wool jumpers, vests and cardigans were this year an addition to Australian workwear company King Gee’s winter corporate garment range. – Red Island activewear range launched – Originally developed by AWI, the Red Island range of activewear is now being driven and produced by the highly regarded fabrics company Charles Parsons. – New range of seamless Merino sport and body garments – AWI collaborated with one of Europe’s most prominent makers of seamless apparel products, Memteks, to release a new range of seamless Merino sport and body garments. PERFORmaNcE aGaiNSt taRGEt
AWI Annual Report 2008-09
Annual Report 2006-07