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Wool Stocktake : AWI Annual Report 2013-14
(Around 80% of this program's expenditure was on the IWP) The final of the 2013/14 IWP was held in February during Milan Fashion Week, with five designers who each won their regional competitions (Asia, Australia, Europe, India & the Middle East, the USA,) and therefore the right to compete at in the final. The regional finals were held following a global search, reaching across 20 countries and involving 48 emerging designers nominated by fashion industry figures in their respective regions. Rahul Mishra from India was announced as the winner of the 2013/14 competition for his winning Merino wool collection that was based on craftsmanship and his incredible knowledge of techniques and embroidery. Alongside prestigious recognition, the winner has the opportunity to be stocked in the most important retailers around the globe including Harvey Nichols (London), Saks Fifth Avenue (New York), 10 Corso Como (Milan), Joyce (China), David Jones (Sydney), Colette (France) and mytheresa.com (Germany). A 25-minute documentary titled Dream Weavers was released following the journey of the five finalists who competed in the global final of the 2013/14 IWP, and is available on Merino.com and partner websites including Vogue. It was also carried on cable television. Globally, the award has been supported by key fashion councils including the Council of Fashion Designers America, British Fashion Council, Chambre Syndicale de la Couture, Mercedes-Benz Fashion Week Madrid and Fashion Council NL. The IWP now boasts impressive alumni of the most important designers from around the globe, as well as partnerships established with some of the most successful leading designers including Victoria Beckham, Diane von Furstenberg, Alexander Wang, Narciso Rodriguez, and Richard Nicoll. The IWP has expanded for the 2014/15 competition to include a menswear award as well as a womenswear award, to help further increase awareness of Australian Merino wool in the global fashion industry and amongst consumers across the world. Over the past year, the IWP initiative has generated more than $105 million in editorial value. Social media was successfully used to promote the IWP. 144,366,252 Twitter impressions and 9,878,945 Facebook impressions were achieved in 2013/14. 2012/13 International Woolmark Prize winner Christian Wijnants with his collection at Harvey Nichols in London. Marketing collaboration projects were undertaken to promote the use of Merino wool with established international designers such as Roland Mouret and Akira Isogawa, and local designers such as Collette Dinnigan, Jenny Kee and Camilla and Marc. AWI engaged a professional media monitoring service so that the company could review and track that it was achieving the optimal level and targeting for its PR activities. Fashion trend information was produced by industry experts for AWI, for dissemination and to guide future activities. . $13,993,000 project expenditure + 21.6 AWI staff (full time equivalent) A cohesive global umbrella' campaign, partnering leading digital/traditional media owners and leading (Tier 1) Key Accounts to tell the wool story, endorse the use of the wool fibre, and generate sales leads and site traffic for both partners and AWI. The creative direction mainly follows an advertorial style and utilises digital as well as traditional media, working with media partners, ambassadors and designer collaborations. Origination of content from UK, Italy, France, USA, and expanding to China over time. Ensures market presence in global markets via global digital and social media and in China, USA, Japan, Italy, France, UK, Germany. Key markets are: United Kingdom, France, Germany, China, Japan, Australia, USA and Korea. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13