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Wool Stocktake : AWI Annual Report 2013-14
strong presence in Asia and expanding into the Middle East market. A campaign image and film was created with designer Richard James which was used to extend the availability of beautifully tailored Cool Wool branded garments. The leading London fashion shows that attract global media and buyers 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. July 2013 through to September 2013 saw the extension of The English Gentleman at Lord's' promotion via coverage in British GQ, online films and educational film on Cool Wool tailoring. In June 2014 The English Gentleman on Leave' promotion was staged as part of the Spring/Summer 2015 edition of the London Collections: Men fashion week. AWI once again joined forces with Savile Row to present the modern face of British elegance documented through a series of images and film, with 'The English Gentleman' dressed in lightweight Cool Wool outfits. This program consists of Promotions and Public Relations activity around the fibre and its source through global and local PR support across retailers, designers and key partners; tactical opportunities will arise from time to time. Possible projects under consideration are: o Woolmark 50th Anniversary (1964 to 2014) o five billion Woolmark certified products sold (1964 to 2013) o Woolmark e--commerce portal aggregation partnership. There may also be localised promotional and PR opportunities of sufficient potential to impact global demand. From the current 10 markets in which we have active programs we will expand this to 20 over the next three years, and expand our reach to consumer audiences targeting 500 million by 2015/16. Activities this year focused on the 50th anniversary of the Woolmark brand. These activities reached into 13 global markets. In addition, AWI is facilitating the visits of journalists and manufacturers to Australia to educate them on wool and its production; and working with local and global designers to build awareness and usage of Merino wool. Opportunities for investment will be considered on a case-by-case basis with investment made to maximise cost-effectiveness of AWI investment in other programs. Retention of eight PR agencies globally for 2013/14 gave AWI an effective and responsive global PR network to support all Marketing initiatives. Monthly editorial figures reflect consistent improvement and growth in editorial support. 2014 marks the 50th anniversary of the world- famous Woolmark brand. Since the now iconic Woolmark logo was first designed in 1964, it has been applied to more than five billion products worldwide. The logo's enduring appeal continues to deliver significant returns to Australian woolgrowers through its use in AWI's global marketing campaigns as well as the Woolmark Licensing Program. A special logo was created and used this year to recognise the 50th anniversary and promotional collateral was produced for a trade audience. Australian lifestyle brand Country Road paid homage to Australia's woolgrowers in a promotional film Life Through Wool released in April 2014 and viewed more than 700,000 times on YouTube. The short film was part of Country Road's 40th birthday celebrations and was the result of a collaboration with AWI. Country Road's Winter 2014 collection featured stunning wool apparel which was available for purchase on its website which also featured the promotional film and background information on the film and wool. Global PR agencies delivered communications from AWI and content on the Merino fibre on a per project basis effectively to key consumer markets across the world. AWI supported the launch of an edition (March 2014) dedicated to Australia of the high-profile Italian men's version of Vogue, L Uomo Vogue. The edition highlighted the importance of the Australian wool industry on the global fashion scene. AWI's support strengthened ties between the Italian and Australian wool and fashion industries. In conjunction with the support for the March edition of L Uomo Vogue, AWI supported a series of "World Wide Wool" events in Sydney that included a retail event inspired by Merino wool. The windows of David Jones and some of Sydney's other most important flagship stores displayed photographs from the L Uomo Vogue archives, and a shopping night was held that put the spotlight on wool and encouraged consumers to buy more wool apparel. REPORT OF 2013/14 OPERATIONS -- MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2012-13