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Wool Stocktake : AWI Annual Report 2013-14
The current program seeks to coordinate AWI activities in apparel care to address negative consumer perceptions through investment in marketing, education and R&D investments and will include: R&D to support licensees to respond to changes in consumer demand. (Examples include the development of new Woolmark Specifications for the professional care area and for cold water washing in response to changing consumer behaviour and legislation). Work with licensees to expand marketing support and product development of areas where Woolmark apparel care technical specification are relevant. Retail partnerships to convey "easy care" messaging to consumers -- leveraging opportunities for retailers and licensees to increase sales. This requires the involvement of apparel care, licensees and retailers. A ten point improvement in the perception of wool being "easy care" in our key consumer markets (compared with 2011 Nielsen data) by 2016. This is a work in progress. Washable Wool campaign, along with messages from appliance makers have sought to re-educate consumers about machine washable wool. Increased perception of value across a minimum of 3 million consumers (based on consumer reach, once campaign budgets are agreed). Washable wool campaign has directly communicated "easy care" message to consumers in key global markets. Maintain the quality perception of the Woolmark brand in apparel by maintaining licensing and royalty income over three years based on changes to premium branding (logos and royalties/licence fee). Number of licensees slightly down on 2012/13 year. Increase in number of premium brand licensees. Royalty income data for full year not available at time of reporting. The roll out of new branding to premium brand licensees (introduced May 2013) is almost fully adopted. A washable wool campaign: "Tested by Nature, Tested by Us" was launched this year. The campaign has been presented to wool processors, brands and retailers. Some limited direct consumer facing campaign placement by The Woolmark Company has been undertaken in key consumer markets. The campaign aims to show that many wool products do not need to be dry cleaned or hand washed, and can be washed in a washing machine. By educating consumers that wool apparel is easy to care for, the campaign ultimately aims to increase consumer demand for wool apparel. Key new licensee The Laundress signed in the USA market providing new branding and positioning opportunities in a market which previously had very limited Apparel Care presence. The company released its Wool & Cashmere Shampoo with the Woolmark Apparel Care symbol to consumer markets in North America, Europe and Asia. Key marketing activities have been undertaken with Electrolux (owner of the AEG brand) including the launch of promotional videos for new appliances featuring very gentle cycles for wool. The machines are able to wash goods labelled as "hand wash", meaning more wool garments can be washed with confidence. These two innovations have been awarded the highest Woolmark Apparel Care certification in their class. In 2013 Electrolux held 7.4% of global retail volume share (across all its brands) placing it 4th in global ranking of volume for home laundry appliances. Arcelik, in Turkey, owner of the Beko appliance brand, has become a new premium brand licensee. In 2013 Arcelik held 3.4% of global retail volume share (across all its brands) placing it 10th in global ranking of volume for home laundry appliances. The Beko brand (in 2011) took 15% of home laundry appliance sales in the UK market. An example of the Tested by Nature, Tested by Us washable wool marketing collateral that conveys the message to consumers that wool is resilient enough to withstand the rigours of nature and hence can withstand being washed in a washing machine. REPORT OF 2013/14 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2014-15
AWI Annual Report 2012-13