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Wool Stocktake : AWI Annual Report 2013-14
Woolmark Gold will evolve as a campaign conducted in partnership with European spinners and weavers, sourcing product from luxury European brands selling to Chinese consumers. In 2012/13 Woolmark Gold launched a new campaign model based on specific channel strategies that identified online retail and custom tailoring as having the most immediate potential. The ongoing promotional model is to engage with commercial European brand partners, creating awareness, knowledge and demand through education web-based and social media activity that in turn generates sales leads. Woolmark activity in China will consist of a suite of programs, with much of this activity centred on educating target consumers about the benefits of wool, and presenting them with products that can fulfil their desire to buy luxury, authentic European apparel and accessories made from Australian Merino wool. Key to the success will be collaboration with leading global designers; promotional, data-driven marketing techniques, supported by media and partnerships in-store and online will be the main communications elements of this program. Increase the number of Woolmark Gold partners from 14 in 2012/13 to 45 in 2015/16 (trade and retail). Gieves and Hawkes, Cerruti, Youngor, JNBY and Eachway completed marketing activities in 2013/4; Additional in negotiations with other leading Chinese retailers. Ongoing discussions with Trinity group out of Hong Kong. Expand media reach to 500 million in 2015/16 and build a database of 250,000 targeted consumers. 100,000+ entries in AWI database with additional recruitment of members through joint promotional activity with UnionPay, Tencent Weibo and other partners. Media reach in 2013/14 was at least 128 million. Increase the wool sales of Woolmark Gold partners by 760,000 kilograms per year by 2015/16 and 5% growth across non partner stores. Partners report strong conversion levels. An example is Youngor with a reported 15% increase in wool garment sales. Having established this campaign in China, consider rolling it out into India and identify other key markets where it can deliver impact and additional sales opportunities. Woolmark Gold program looking at additional retail engagement within China adding the "Premium Bridge" segment into the existing luxury target markets. India -- reviewing legal and trademark considerations. The dynamic nature of the China market requires AWI to conduct regular reviews of our programs and of the specific campaigns and partner activities conducted in that market frequently. A review and development of a revised China Strategy and Plan took place in the second half of the year and that plan acknowledged the burgeoning middle and upper middle class domestic apparel markets and their potential to life volume demand in China. AWI is extending its Key Account management reach into major influential retail groups servicing this target group in the "Premium Bridge" retail market segment and is building retail and promotional partnerships with these local entities. The second half of the year saw AWI developing large-scale promotional programs at government, trade and consumer levels to build awareness of and demand for Australian Merino wool. Research indicates that a strong focus on country of origin will generate consumer interest and will enable targeted reatilers a point of difference in stores. Our target is to engage with 10 or more premium bridge retailers and this commenced late in the year. In addition we have implemented programs in the premium sector of the market that have driven sales growth for premium retail partners and expect the impact of these programs to build demand pressure for wool through the China supply chain as well as in the Woolmark Gold luxury imported fabric market. AWI s presence at this year s CHIC trade show in Beijing including a 318m2 stand promoting Australian wool. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13