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Wool Stocktake : AWI Annual Report 2013-14
$2,326,000 project expenditure + 14 AWI staff (full time equivalent) Marketing partnerships with selected influential brands/retailers in the target sports areas to maximise the leverage from brand impact. Partner selection and numbers to consider regional differences and potential. Marketing to support launched products and technologies in combination with supporting new products and innovations. Educational material to be available in electronic or printed format not requiring face-to-face presentations (partners intranet and online access). Introduction and development of new products to a wider group of manufacturers in "new" end-uses to achieve a broader supply base in the market. Primary effect based on increased wool volumes of new products sold through manufacturing MerinoPerformTM partners. Target increase of 5% in partner wool volume sales across existing (currently 13) manufacturing partners on the MerinoPerformTM platform in first year and 10% in second year. Additional volume is estimated at, on average, 75,000 units per partner. Target achieved and exceeded during 2013/14. An increase of 12% has been achieved in this first year. Secondary effect based on multiplier effect of wool penetration via other (non-MerinoPerformTM partner) manufacturers. Measured through consumer surveys of increased purchases of wool products in this segment. Target is additional sales of 50,000 units across all non- partners. Target achieved during 2013/14 and according to market feedback the volume increase is above target and in line with that of the MerinoPerformTM partners. The world s biggest sports trade show, ISPO, in Germany showed sign of Merino s increased presence. This year there were more than 50 brands promoting Merino wool in their sports collections, compared to five brands just six years ago. Wool wadding in ski jackets was the "innovation of the year" with the replacement of synthetic fillings with wool opening up an entirely new market for wool. The product innovation has already been taken up by companies like Ibex, Smartwool, Ortovox and Mover, with Mover winning the ISPO trade show Innovation Award with their wool wadded jacket. AWI has been working with Peter Veider, leader of the Austrian Mountain Rescue Forces as an Ambassador for wool. He participated at trade shows and conducted mountain walks for the press as well as participated in a video. His testimonials are excellent proof of wool s benefits seen with a professional s eyes. AWI was invited by Nike to its global head office in Portland, Oregon, to present to all its product development departments, due to Nike s increased interest in wool. Nike s Dri-FIT wool running collection has been a success and we are looking forward to an increased presence of wool in Nike s future collections. Adidas has introduced Merino wool into their golf range. Women s sports apparel and yoga/fitness has been a target end-use for the year. During the second half of 2014 some of the leading global yoga brands will introduce fine Merino wool in their shops. On a smaller scale the Bondi fitness brand Vie Active launched their Merino line, now with distribution on the US East and West Coast, Europe Asia and Australia. AWI presented the latest innovations in Merino wool as a performance fibre at the recent ISPO trade exhibition. REPORT OF 2013/14 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2014-15
AWI Annual Report 2012-13