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Wool Stocktake : AWI Annual Report 2013-14
Expansion and delivery of The Wool Lab as a key element in both educating the trade and stimulating demand for wool at the targeted premium end of apparel and interiors markets. An effective database and system of building and managing relationships with trade across the pipeline (Customer Relationship Management). Development of educational content for use at specific levels of knowledge (initial, detailed and technical) and delivery of this content to and through trade partners via electronic means. Work with regions on key B2B partner campaigns and collateral requirements that form part of their country strategies. Roll--out globally. Expansion of The Wool Lab into an inspirational seasonal tool that is delivered in person (via workshops with Key Accounts), as a preview (to spinners and weavers) and to a broader audience in a differentiated lighter' digital format. For the first time, The Wool Lab was also presented in a preview format for spinners and weavers three months prior to the release of the main The Wool Lab book. A magazine format was also introduced this year for a broader audience and is already well positioned between the top players in trend magazines. An effective database and system of building and managing relationships with tiered trade partners across the pipeline and on a global basis. Salesforce.com has been used by AWI since 2009; continued training and deployment of new functionality is supporting greater use and collaboration across the company. This has been supplemented this year by the adoption of ExactTarget to facilitate integrated and automated communiactions. Development, delivery and adoption of educational content for use at specific levels of knowledge (initial, developed and technical), by various channel partners (processing, manufacturing, retail and consumer) and delivered by a flexible range of media at 40% of commercial cost. A very broad range of trade education content produced and targeted at varying levels and geographic locations of partners. The collateral that was produced in- house was significantly less than 40% of the cost that external providers would charge. Trade advertising covering 50 Years of Woolmark, Cool Wool, The Wool Lab, Easy Care and Trade Shows was carried out in the key trade titles and online that cover global or local markets. These included Italy, France, UK, China, Japan, Korea and titles such as View, Drapers, Twist, Pambianco, Fashion, China Textile Daily and The Fashion Shop. The media reach was 7.6 million. AWI's "The Wool Lab" -- the seasonal guide to the best wool fabrics and yarns in the world -- continues to be a global success and an important tool for the fashion industry, including brands, retailers, manufacturers, spinners, weavers and the media. The Wool Lab contains a selection of the most innovative and quality wool fabrics and yarns available on the market from the best spinners and weavers in the world. The Wool Lab guide for the spring/summer 2015 retail season was launched at the Pitti Immagine Uomo trade show in Florence, Italy in January 2014. The Wool Lab guide for autumn/winter 2015/16 was launched in June 2014. In 2013/14 AWI introduced The Wool Lab in a preview format for spinners and weavers (for purchase) three months prior to the release of the main The Wool Lab book. A magazine format (for purchase) was also introduced this year for a broader audience. The magazine is already sold in the best trade fairs and professional bookstores between the most leading trend books (such as Views, Trends, Collezione etc). The magazine is distributed in more than 12 countries and has achieved a first year sales target of 500 copies sold worldwide. The introduction of the magazine in the best bookstores and fairs helps to increase the awareness of The Wool Lab and allows AWI to become a market reference in wool products and innovation research for all fashion and textile professionals. 800 new rights-owned images, video and fibre promotional items were generated for distribution and use in marketing communications activities. They were made available to AWI Key Account Managers for use by trade and supply chain partners, brands, retailers and the media. The AWI Marketing team supported the AWI presence at trade shows and the publicity of wool's benefits by providing marketing collateral, from trade show booth design (with a globally consistent look and feel) to brochures and posters. Marketing, sales, training and market intelligence materials were added to AWI's internal Dashboard iPad App to assist AWI Key Account Managers communicate with trade customers in the most timely and cost-effective manner irrespective of location. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13