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Wool Stocktake : AWI Annual Report 2013-14
The five Australian Merino wool "Level 1" introductory trade education courses, developed and published in 2011/12, continued to be rolled-out this year: "Introduction to Knitwear", "Introduction to Wovenwear", "Men's Suits", "Caring for your Merino Wool Sweater" and "The Meaning Behind the Woolmark logo". These are all aimed at training the buying teams at retailers and brands. By giving them more knowledge about wool, this will lead to an increase in confidence to develop and merchandise new lines made from wool. The development of "Level 3" technical training and education packages aimed at the manufacturing industry is in an advanced stage and will be rolled- out progressively during the 2014/15 financial year. Topics include wool scouring, wool topmaking, knitwear finishing, and easy care knitwear. Work also continued this year on the development of "Level 2" intermediary training and education packages aimed at the manufacturing industry. AWI supported leading textile graduate design prizes, such as the UK's Texprint award and Hong Kong PolyU Institute of Textiles and Clothing's graduation award. This is part of AWI's strategy to educate early career textile designers about the benefits of working with Merino wool. Seminars explaining the attributes, benefits and versatility of wool to textile and fashion students in the early stage of their career are an important component of AWI strategy. An example of this type of seminar held this year was the Naturally Inspiring' seminar held at King's College London in March. Following on from the success of the past three years' Wool4Skool competition, AWI launched a new Wool4Skool competition this year to continue to build knowledge about wool among Australian school students. The fashion design project has been planned carefully to fit within the Design and Technology curriculum in every state. AWI attended 25 international trade shows to showcase its new product developments and The Wool Lab to brands and retailers and inform them about the benefits of wool. The target audience at each of these trade shows is retail buying teams, Textile and fashion students at AWI s Naturally Inspiring seminar in London examining copies of The Wool Lab -- the seasonal guide to the best wool fabrics and yarns in the world. designers and manufacturers. Trade shows attended during 2013/2014 included: o SpinExpo (Shanghai) for knitting yarns and knitwear o Première Vision (Paris) for woven fabrics and wovenwear o ISPO (Munich) for sports and outdoor wear o Outdoor Retailer (Salt Lake City) for outdoor wear o Milano Unica (Milan) for high end fashion o Pitti Uomo (Florence) for high end menswear apparel. Following trade shows, workshops about AWI's innovation collections and The Wool Lab were held individually with retailers and brands. These took place in the US, Western Europe, India, China, Korea, Japan, Turkey and Australia. In addition, workshops were held with retail buying offices which are mainly located in Asia, ie Hong Kong. Other general training of retail decision makers, such as the company's buyers, merchandisers, designers and technologists, was also undertaken, focusing on providing them with a toolkit' that both stimulates interest and builds their confidence to invest in wool product lines. It enables them to take full advantage of wool's technical and aesthetic properties. Retail workshops were held to help educate sales staff in several locations across the world about the natural properties and benefits of wool, so they can advise consumers more appropriately. Retail store managers were also trained, who in turn train their own staff. Expert advice on engagement strategies with the global textile trade was secured from notable consultants including Peter Ackroyd (UK) and Fabrizio Servente (Italy). 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 and Fashion, China Textile Daily. The media reach was 7.6 million. The winning design in the 2013 Wool4Skool competition, modelled by woolgrower s daughter Stephanie Joy Field (right), being shown to the Duchess of Cambridge at this year s Sydney Royal Easter Show. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13