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Wool Stocktake : AWI Annual Report 2013-14
Merino wool is an ideal fibre for warmer climates, transitional seasons and global travel; this is an area where Merino consumption can grow. Working closely with the manufacturing pipeline and brand partners, through targeted marketing campaigns, in-store activities, promotions and events, we seek to educate the consumer about wool's natural ability to regulate temperature and challenge misconceptions that wool is only relevant for colder climates. Cool Wool has two aspects: Cool Wool is a Woolmark sub brand with specifications attached; it is also a marketing concept for Spring/Summer and hotter climates Communication should educate consumers on lightweight Merino wool via Cool Wool fabric and garments, conveying its unique natural attributes and how/why designers and brands are currently using it in their Spring/Summer collections We will increase the number of markets in which the program is active from 9 in 2012/13 to 15 in 2015/16, with a corresponding increase in the number of Cool Wool licensed manufacturing partners from the six in 2011/12 to 20 in 2015/16; and we will add six new Woolmark licensees over this period. We will target an increase in retail partners from 8 in 2011/12 to 16 in 2015/16. Markets covered: 10. There are currently 23 Cool wool licensed manufacturing partners making up the Cool Wool Weaver's Guild. New Woolmark/Cool Wool licensees achieved: Holland and Sherry Group -- UK, Dormeuil -- France/UK, Cerutti -- Italy, Altinyildiz -- Turkey, Hield/Moxon -- UK. 12 brand/retail partnerships for Spring/Summer2014. We will increase visits to coolwool.com to 20,000 and media reach from 6 million in 2012/13 to 20 million in 2015/16. 43,697 page views in 2013/14, up from 10,874 page views in 2012/13. 2013/14 media reach was at least 49 million, up from 6 million in 2012/13. Increase in annual Cool Wool ticket and label sales by 5% by 2016. This is expected to translate to an increase in wool sales of 730,000 kg a year. 159,725 Cool Wool tickets and labels in 2013/14, up from 51,600 Cool Wool tickets and labels in 2012/13. 12 strong brand/retail partners promoted Cool Wool product for Spring/Summer 2014 including: Raymond -- India; Paul Smith -- UK, China, Middle East, Japan, Korea; Richard James -- UK; Christopher Raeburn -- UK; Lou Dalton -- UK; M.J. Bale -- Australia; New Yorker -- Japan; J Press -- Japan; SARAR -- Turkey, Germany; Ipekis -- Turkey; Lotte -- Korea; Parkland -- Korea. The number of Cool Wool licensed manufacturing partners making up the Cool Wool Weaver's Guild has increased to 23, up from six in 2011/12. Five companies became new Woolmark Cool Wool licensees in 2013/14: Holland and Sherry Group -- UK, Dormeuil -- France/UK, Cerutti -- Italy, Altinyildiz -- Turkey, Hield/Moxon -- UK. The number of page views of coolwool.com increased by more than 300% from 10,874 page views in 2012/13 to 43,697 page views in 2013/14. Cool Wool ticket and label sales increased by more than 200% from 51,600 tickets and labels in 2012/13 to 159,725 in 2013/14. The value of the PR generated by the Cool Wool campaign was $173,451 in Australia, $215,622 in China/Hong Kong, $297,386 in Germany, $3,508,859 in India, $1,045,380 in Japan, $410,000 in Korea, $180,797 in Turkey, and $219,472 in the UK. British Vogue collaborated with AWI and leading/emerging designers to showcase Cool Wool in a 16 page takeover in their February Catwalk supplement, with a video and online media to support the printed feature. Designers included Roland Mouret, Roksanda Illincic, Pringle of Scotland, Jonathan Saunders, J. W. Anderson, JJS Lee, Alexander Wang, Jil Sander, Richard Nicoll, Burberry Prorsum, Vivienne Westwood, Richard James, Martin Grant. AWI and world renowned fashion designer Sir Paul Smith collaborated on a joint Cool Wool / Paul Smith campaign for Spring/Summer 2014 which was run in key markets, including outdoor advertising in Dubai airport and around the KerryCentre in China where Paul Smith attended the launch of the new Paul Smith store. For the Spring/Summer 2014 collection, Sir Paul Smith focused on the use of Cool Wool lightweight fabrics made from fine Australian Merino wool. Paul Smith has a global fashion following, with a particularly Sir Paul Smith at the official launch of the new Paul Smith store in Shanghai and the global roll out of his Cool Wool collection. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13