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Wool Stocktake : AWI Annual Report 2013-14
The investment commenced in 2012 with the programs expected to be operating in key markets for autumn/winter (Northern Hemisphere) 2014. After the initial program start-up costs it is anticipated that AWI investment will support individual retail brand and manufacturing partners to ensure the target increase in wool units sold is achieved. Investment will vary across individual partners depending on their specific strategy -- however it is anticipated that investment will be made in the following areas: Product development. In-store marketing support. Broader product support through wool innovations collective presence at trade shows. PR -- speaking to a new demographic through new channels with strong focus on social media. 6 Tier 1 & 2 retail partners by 2016. 4 Tier 1 retail partners engaged. Increase of 75,000 units sold per Tier 1 & 2 partners by 2017 (with average 650 grams wool per unit). Volume target 150,000 units for year one was achieved and exceeded through a key retail partnership. 5% annual growth in sales from Tier 1 & 2 partners. Results not yet available -- to be reported in 2014/15. 9 Tier 3 partners by 2016. A revised strategy has been implemented to target only volume Tier 1 retail partners. Iconic US apparel brand, Levi Strauss & Co launched the iconic 501® wool/denim jeans in October 2013. As part of this collaboration, Levi Strauss & Co has become a Woolmark licensee. Under the terms of the licensee agreement, it holds Woolmark, Woolmark Blend and Wool Blend licenses. A partnership with leading US brand rag & bone has commenced. Phase 1 of the partnership includes product development, sourcing, support and Woolmark licensing. Phase 2 includes a joint marketing campaign planned for Autumn 2015. G-Star RAW, a producer of luxury denim for the streets, has requested sourcing support for both yarn and fabrics. This is an exciting, relatively new, brand that we hope to work closely with on interesting wool product innovations in the future. To increase awareness of contemporary wool, AWI collaborated with internationally renowned contemporary British tailor and fashion designer Timothy Everest to launch a wool-based collection, Hemisphere. Comprising eight men s looks and three women s, Hemisphere showcases Merino wool s natural versatility, bringing the fibre to the street to contrast and complement its traditional looks and cuts. Hemisphere, a contemporary wool fashion inspiration, was launched at US menswear trade show Liberty Fair Las Vegas where 30 new leads were generated including sales enquiries for the collection by four retailers in the US and Japan. Wool denim product development with Central Fabrics Hong Kong has generated more than 10 leads from key global brand partners. Based on this positive response the program will be expanded and continued into 2014/15. AWI participated in Amsterdam Denim Days trade show which is a two part event consisting of Kingpins denim sourcing show and Blueprint which presents denim brands and labels directly to consumers. Overall there is genuine interest in wool denim by both trade and consumers. In the very competitive denim industry, wool is presenting a new opportunity that all are willing to explore. AWI and Levi Strauss & Co. collaborated to produce an historic wool denim version of the classic 501® jean. The jeans are branded with the Wool Blend logo. REPORT OF 2013/14 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2014-15
AWI Annual Report 2012-13