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Wool Stocktake : AWI Annual Report 2007-08
taRGEt MARKETING SERVICES (CONTINuED) – Air-conditioned suits a hit in Japan – A new summer wool suit that breathes like a t-shirt and helps the environment captured attention in Japan. Developed by Japanese clothing company Aoyama Trading, in collaboration with AWI, the Su-Su-Suit is a lightweight garment with a new, high level of air permeability. – Nautica launched Merino collection in Shanghai – AWI, in cooperation with the celebrated American sports and leisurewear brand Nautica, launched a new Australian Merino wool collection for the northern hemisphere’s 2007 autumn/winter season. – Sportwool™ range continued to evolve – The North Queensland Cowboys rugby league team had a new ‘weapon’ this season: Sportwool™ jerseys to keep them cool under pressure. – Direct business relationship with Hong Kong Wins Dyeing and Laundry Co. Ltd – This company has traditionally been a dyed cotton jeans manufacturer, but through a partnership with AWI, wool is finding its way into its machines. – Driza-Bone’s first fashion show – Australian Merino featured prominently in Driza-Bone’s first fashion show in its 110-year history at Sydney’s Darling Harbour in August. All three of Driza-Bone’s 2008 winter collections use 100 per cent Australian Merino. AWI builds relationships with the world’s leading brand manufacturers by exhibiting Australian Merino wool innovations at major international trade shows and seminars. A selection of events attended this year include: – Merino wool showcased at SpinExpo – An innovative Merino knitwear collection was introduced at SpinExpo, a major and renowned global trade fair in Shanghai, China. – New product technologies launched by AWI at ‘Outdoor Retailer’ – AWI launched 15 new product technologies at the event held in Salt Lake City, including its new Merino Active range of Classic, Ultimate, and Performance products, its Moisturizing Merino range, plus the Nu-Yarn technology. – Wool warms the crowd at G’day USA promotion – AWI sponsorship at the G’day USA Australia Week increased consumer recognition of Australian Merino wool as a brand associated with affordable, quality and luxury. – AWI presented the ‘Australian beach’ – a beach scene in which models wore swimwear/beachwear made from Australian Merino wool was showcased to the Italian fashion press to teach them more about the fibre’s qualities. – Wool past and present in Japan – Australian Merino wool went on show at the Japan Imported Textiles Agency Council (JITAC) trade fair, which presented an opportunity for the textiles trade to see where world fashion trends are heading. – AWI exhibited Merino wool at the JFW Japan Creation – Tokyo’s influential and comprehensive textile trade show, the JFW Japan Creation is a collaboration between Japan Creation and Japan Fashion Week in Tokyo that provides opportunities for worldwide buyers to explore high-value Japanese products. – Seminar shows Hong Kong industry the farm – Everything about Merino wool, from breeding to top making, was on the menu for the Hong Kong industry representatives who attended AWI’s seminars this year. Due to their influences in setting trends, AWI works with fashion designers to help showcase Australian Merino on the all-important world fashion stage. Initiatives this year included: – Merino showcased in Protégé Project – Australian Merino wool was showcased in front of the world’s fashion media when five talented young designers unveiled their collections at a fashion show event in Florence, Italy, as part of AWI’s Protégé Project – Australian joins international protégés at Australian Fashion Week – One of Australia’s rising fashion talents joined the world’s best young designers to showcase Australian Merino wool at Rosemount Australian Fashion Week. – Australian Merino Woolmark Prize launched – AWI announced the launch of ‘The Australian Merino Woolmark Prize’; this is a major step forward for the global wool industry in recognising emerging international talent from across the world. – Woolmark award at Melbourne Fashion Festival – Emerging Australian designers were supported by AWI at the L’Oréal Melbourne Fashion Festival Designer Award presented by Woolmark in front of 300 key fashion industry representatives and media. – Merino at New York Fashion Week – Fashion designers Jayson Brunsdon and Thom Browne launched their Spring/Summer 2008 collections to buyers, media and the fashion industry during New York Fashion Week. – Fashion From Fleece exhibition – Celebrating 200 years of innovation by the Australian wool industry, the Fashion from Fleece exhibition opened to the public at the Powerhouse Museum in Sydney, followed by a global tour. The exhibition presented key moments of wool in fashion with pieces from the likes of Chanel, Yves Saint Laurent and Giorgio Armani. – Fashion media meets wool’s Italian connection – TV, magazine and newspaper journalists from Australia toured the facilities of Zegna Baruffa Lane Borgosesia, a world leader in the production of fine yarns. – Students shine at The Australian Wool Fashion Awards – The awards this year once again showcased the use of Merino wool by local and international fashion designers and students. PERFORmaNcE aGaiNSt taRGEt AWI 07/08 ANNUAL 51
AWI Annual Report 2008-09
Annual Report 2006-07