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Wool Stocktake : AWI Annual Report 2013-14
Partnerships with selected influential brands in key markets to increase presence of high quality wool product through new product development; and to increase demand for these products through joint marketing campaigns. Increase knowledge of target consumer of Merino wool as a superior wool type for babywear and baby products through developing digital content with brand partners and leveraging partner channels and communities as well as AWI digital channels. Increased focus on Merino wool versus wool in general and development of targeted educational programs to increase awareness of Merino wool s benefits to reach the consumers. Education will be two-fold: for the brand partners retailers and shop floor staff on one hand and direct to consumer through marketing collateral, digital content and/or key influencers on the other hand. Marketing and PR support for partner collection launches with focus on social media. Fostering of potential natural ambassadors for the category, for instance from our network of medical professionals. Engagement of 27 partners by 2016 from a base of 15 at the end of 2012/13. The 2013/14 target was achieved with partners in Germany, France, Northern Europe and USA. Average annual number of wool pieces sold per existing partner increased from 18,000 to 30,000 units by 2016. This was achieved and exceeded for 2013/14; for instance Il Gufo sold around 60,000 wool pieces with a 43% increase in 100% wool garments. Average number of wool pieces sold by new partners (18) at 6500 by June 2016. This was achieved and exceeded for 2013/14; for instance Bugaboo s first ever wool accessory collection sold more than 32,000 units. WoolLand in Norway increased their sales by 50% in 2013/14. Increase in non-partner sales of 5% a year. Anecdotal evidence exists that there is an increase in wool used in babywear collections. For instance Aldi Australia/New Zealand sold 60,000 100% wool baby garments during 2013/14, a 50% increase from last year. The collaboration with Dutch stroller manufacturer Bugaboo produced an ROI of 19 to 1 on PR value. This was mostly achieved in Australia (32%) due to the Bugaboo launch in March at Lal Lal Estate in Victoria. Focus for AW14 will be on increasing sales for current collection, more extensive retail training and strengthening the message in-store. In addition Bugaboo will take part in CFW Wool weeks in UK, Netherlands, Belgium, Germany, Japan and Korea. Aden and Anais will launch their long awaited Pure Merino Muslin Collection in September in the US, Europe, Japan and Australia. The campaign will be launched in Las Vegas and London. Aden and Anais still receive much attention since Prince George was seen in their swaddle and this has placed the brand firmly in the minds of many young mothers. AWI launched the second Merino collection with Il Gufo at the exclusive Pitti Bimbo trade show in January 2014. This is a joint effort with the Washable Wool campaign; the range will be in store in September during the back to school period. Last year there was a 43% increase in sales of their wool products and we estimate similar results this year. Petit Bateau is a global brand and highly regarded; known for their iconic cotton striped bodysuit; we are building this partnership with care. They have recently started using wool and will have 49 styles in 137 colours in market this AW14/15. To increase exposure in Asia we have supported brand partners selling in these markets, for instance a seminar to media in Bugaboo s new Beijing store, co-branding POS materials for the Woolstar baby wool quilt in a Korean retail chain, and a promotional video for Australian brand Ewenique for their Chinese retail partners. We supported Lillelam at the Danish CIFF fair which resulted in signing new clients in Sweden. Lillelam are one of the first Woolmark Nurture licensees and is also interested in the Washable Wool campaign. This brand is growing steadily each year and has a good reputation as a credible baby brand. In Germany, midwives are a highly credible source of advice and information for pregnant women and new mums. They care for clients throughout pregnancy, birthing and postnatal care. There is a Midwife Association in Germany which is working with us on a tailor-made training program for midwives to inform and advise new parents about the benefits of wool. Linked to this there will be a scheme set up to supply midwives quality wool samples for demonstration; these products will be available in the market. Bugaboo Chief Sales Officer Mieke van der Loo and Bugaboo co-founder Eduard Zanen at Lal Lal Estate in Victoria at the launch of the Bugaboo Wool Collection. REPORT OF 2013/14 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2014-15
AWI Annual Report 2012-13