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Wool Stocktake : AWI Annual Report 2013-14
The centrepiece of the Campaign for Wool (CFW) is promotion of wool products for a week-long period (in Wool Week) in different regions throughout the September, October and November months (except Australia) each year in cooperation with AWI retail partners. A collaborative marketing program is developed with individual retailers and further support is provided through: Support of trade events and intensive PR. Point-of-sale materials (such as swing tickets, window displays, posters and information material on wool attributes). Consumer marketing though high-impact events (such as street events) featuring sheep and Merino wool. Online activities such as the CFW website and participation on Twitter and Facebook. The contents of the campaign increasingly consists of three key elements -- rich media focused on the Natural, Biodegradable, Renewable' core platform; consumer leverage through the effective promotion with the supply chain and retailers during peak consumption periods -- hallmarked by Wool Week promotions; and sheep and wool made tangible in urban events. Roll-out in: United Kingdom, Italy, France, Germany, Netherlands, Belgium, China, Japan, Australia, and Korea. We will continue to consolidate then expand this program from the original 6 markets in 2010/11 and 9 in 2012/13 to 11 in 2015/16. Likewise retailer engagement will continue to expand from the baseline of 117 in 2010/11 through the 445 achieved in 2012/13 to 800 in 2015/16. 10 markets delivered in 2013: UK, Australia, Germany, Netherlands, Belgium, Italy, Spain, Japan, Korea, China. 300 brands (retail and trade), plus individual retailers, were directly engaged with the CFW. An average increase in wool sales per store involved with the program of 1020 units a year or 675 kg of wool. Difficulties in obtaining specific sales data from stores, but feedback suggests a sizable volume increase. The earned value in media coverage through PR was GBP 5 million in 2010/11, growing to approximately GBP 15 million in 2012/13. This will continue to increase to GBP 18 million in 2015/16. Social media, while slow to start in 2010, targets a follower base of 100,000 by 2015/16, with websites hitting 500,000 that year. Global PR & digital results for 2013: PR value of editorial coverage: AU$40.1 million Facebook likes: 25,000 (up from 10,000 in 2012) Twitter followers: 12,500 (up from 2,700 in 2012) Web traffic: 48,000 visits (up from 25,000 in 2012). 2013 was the biggest year for the CFW to date. Key achievements included: o New international design talent signing up to support o Large visitor numbers to stores wool themed events and promotions o The biggest ever launch of the Campaign's International Wool Week, in Milan, Italy. Countries in key consumer markets across the northern hemisphere created their own program of activity for International Wool Week' during autumn. Highlight events that captured the media and the public's imagination included: o Italy: Milan hosted the country's inaugural Wool Week with promotional and educational initiatives taking place at the leading Italian department store, La Rinascente in Milan. AWI also joined forces with leading textile and trade show Milano Unica and supported ON Stage, a spectacular fashion show involving some of the most appreciated new talents of global fashion. o UK: The creative design project Wool School returned for a second year, pairing students from leading fashion schools with the nation's favourite retailers -- including Christopher Raeburn, Topman and Barbour -- to create unique pieces for sale during Wool Week. o Germany: Germany's Wool Week also had a strong focus on Wool School and on the young generation, involving brands, retailers and universities to produce special wool collections, exhibitions and events all celebrating the natural benefits and performance of the fibre. o Netherlands: Wool Week opened with an exhibition of special wool pieces created by 35 internationally renowned Dutch fashion and product designers, with each piece highlighting a specific benefit of wool. o Belgium: Antwerp hosted a Fashion Talks seminar as part of a special, one-off CFW event. o Spain: Retailers and brands threw their support behind the campaign with window decorations, special promotions and in-store activities. o Japan: The CFW Japan continued to support the fashionable cycling Tweed Run events held in Tokyo and Nagoya as well as Tweed Walk and Ride in Kobe. o Korea: The travelling Wool Modern exhibition, as part of the global CFW, was on display at the Ara Art Centre in Seoul as part of Wool Week Korea. o China: The fashion and education initiative Wool School launched in China in 2013 as part of the country's CFW celebrations REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13