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Wool Stocktake : AWI Annual Report 2013-14
Increase media reach from 250 million (estimated) in 2012/13 to 750 million in 2015/16. Consumer reach in 2013/14 is currently estimated at more than 309 million. Expand the number of partners from the 34 in 2012/13 to 42 in 2015/16 at Tier 1 level. The campaign now has more than 80 partners globally. Increase wool sales across campaign partners of 1 mkg a year by 2016 with additional sales across non-partners of 15%. Leading fashion designer Alexander Wang was photographed and filmed by world-renowned photographer Annie Leibovitz, championing the benefits of Merino wool as a luxury fibre. For the two season partnership, select pieces of Wang's Fall/Winter 2013 and Fall/Winter 2014 collections include Merino wool and carry the Woolmark logo. The French edition of Vogue, Vogue Paris, collaborated with four internationally renowned fashion designers to include a special eight-page feature on Merino wool in the September 2013 issue. The feature, titled "Wool Look -- the fibre of fashion", illustrates unique and inspiring interpretations of Merino wool by designers Sonia Rykiel, Jean Paul Gaultier, Nina Ricci and Chloé. The promotion was also launched online by Vogue in a microsite on the same day the September issue hit the newsstands. The promotion included moving images and designer interviews. The UK edition of Vogue, British Vogue, collaborated with AWI and six world renowned UK- based fashion designers to promote Merino wool in the October 2013 issue. The designers Victoria Beckham, Alexander McQueen, Roksanda Illincic, Christopher Kane, J.W. Anderson and Stella McCartney presented their modern interpretations of Merino wool for this Vogue feature titled "Back to Nature". The feature was distributed across both online and print mediums, with a video also accompanying the photographs. 14 British rock n' roll icons dressed in Australian Merino wool featured in the 25th anniversary edition of the British GQ menswear fashion magazine. The December edition included a 26- page feature showcasing the musicians all wearing bespoke apparel crafted by the tailors of Savile Row. The musicians included Sir Elton John, Roger Daltrey (The Who), Bryan Ferry (Roxy Music), Johnny Marr (The Smiths) and Ray Davies (The Kinks). The promotion was also available for tablet applications, as well as online on the www.gq.co.uk website which housed a video created by the musicians specifically for the collaboration. A competition was linked to the online activity. AWI and world renowned fashion designer Sir Paul Smith announced a collaboration that sees Australian Merino wool being highlighted across the Autumn/Winter and Spring/Summer seasons of the designers' London collection for men. Paul Smith has a global fashion following, with a particularly strong presence in Asia. AWI collaborated with designer Richard James, extending the existing designer program to create a co-branded advert and film, the creative was used in the UK and Asia where Richard James has a strong presence. A campaign creative was photographed with designer Narciso Rodriguez and used in the US and other key markets. The leading London fashion shows that attract global media and buyer and generate consumer coverage were captured in promotional films. Designer collaborations with Richard Nicoll, Jonathan Saunders, Richard James, Christopher Raeburn, Lou Dalton had product and sourcing guidance and filming of their shows at London Fashion Week and London Collections: Men. The English Gentleman/Savile Row project had an event at the Cabinet War Rooms in London. It featured more than 80 models each wearing bespoke pieces created in Merino wool by Savile Row tailors and included suitings, coats, jackets and superfine dressing downs. Films were created that feature friends of Savile Row' including David Furnish, Sir Elton John and Sir Michael Gambon. AWI has partnered for two years with leading Japanese retailer UNITED ARROWS to raise the profile of Merino wool as a luxurious fibre within the Japanese market. Loro Piana once again collaborated with AWI to promote the Finest Bale awards to media at an event in Hong Kong and media coverage in key titles across Asia and Italy. The October 2013 issue of British GQ was used to promote and educate consumers about Merino wool, Fleece Academy' was photographed and filmed in traditional manufacturing yarn and weaving mills in the UK to convey the craftsmanship and heritage behind the wool industry. The campaign promoted Merino wool in print, moving image and an online competition to win some wool designer garments, and featured garments from E Tautz, Sunspel, Jonathan Saunders, Lou Dalton, Richard Nicoll, Christian Lacroix, Carhartt, Paul Smith, Z Zegna, Christopher Raeburn, Oliver Spencer, Acne, James Long, Etro, Johnstons of Elgin and Canali. The Merino.com website enhances the global campaign content by containing relevant educational information about campaign initiatives and partnerships, and information about the provenance and benefits of the fibre. It provides valuable reportage of the global media campaigns and designer collaborations. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13