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Wool Stocktake : AWI Annual Report 2014-15
$1,326,000 project expenditure + 13.5 AWI staff (full time equivalent) • Marketing partnerships with selected influential brands/retailers in the target sports areas to maximise the leverage from brand impact. • Marketing to support launched products and technologies in combination with supporting new products and innovations. • Educational material to be available in electronic or printed format not requiring face-to-face presentations (partners' intranet and online access). • Introduction and development of new products to a wider group of manufacturers in "new" end-uses to achieve a broader supply base in the market. Increase in wool volume sales across existing manufacturing partners on the MerinoPerformTM platform, 5% in first year and 10% in second year. Additional volume is estimated at, on average, 75,000 units per partner. An average of 10%+ reported by partners during 2014/15. The increase is mainly related to new developments in 100% wool as well as blends in new combinations and in new product groups. Increased penetration of wool into the ranges of other (non-MerinoPerformTM partner) manufacturers. Measured through consumer surveys of increased purchases of wool products in this segment. Target is additional sales of 50,000 units across all non-partners. Target achieved during 2014/15 and the achievements are very much in line with that of the MerinoPerformTM partners above. • AWI continued to promote wool's presence in the sports and outdoor market, collaborating with leading manufacturers and brands. At recent sports and outdoor trade shows, the number of products incorporating Merino wool -- from base- layers to outerwear, and across a variety of sports of varying intensity levels -- continued to increase. • As well as promoting the continued uptake of Merino wool for next-to-skin apparel, AWI has also placed a greater focus on wool outerwear, with a new innovative woven fabric being the standout of the recent trade shows. Made from 100 per cent Australian Merino wool, MerinoPerformTM WP delivers a unique, high-performance machine- washable fabric which is resistant to wind and rain. • AWI has introduced a new Woolmark Specification for wool-filled products in response to increased demand for lightweight wool wadding for jackets. • Other significant developments and innovations from AWI's MerinoPerformTM brand partners exhibited at trade shows include: o Warp knits o Merino wool blend wovens o Laminated mid and outer-layer fabrics o An ultrafine, 14 micron, Merino wool fabric o Lightweight jersey for fitness. • A significant breakthrough for wool was adidas launching its new highly innovative knitted body shaped seamless tops for running. • Nike stepped up from its first wool sports top last season into a series of higher wool content tops for fitness and tennis as well as running. • US hunting and outdoor brand Cabela's increased their Merino wool range into new styles and product groups covering everything from camo printed jackets to fine Merino wool base layers. • Australian outdoor retailer Mountain Designs introduced a new 100% Australian wool next-to-skin range. • Several on the world's leading yoga/fitness brands introduced or extended collections in 100% Merino wool and blends, for actual training as well as for pre- and post-exercise wear. • European top outdoor retailer Globetrotter ran a successful in-store Merino wool campaign. • Leading mountain/ski brand Ortovox brought all its wool suppliers to Australia to facilitate sourcing of 100% Australian Merino wool, enabling the company to build a strong background story and show transparency to its consumers. This is in addition to educational clinics and seminars held by the company in which it tells the story and promotes the benefits of wool. • Specialised UK running brand Ashmei implemented an extensive campaign to promote Merino for running at a series of UK running events. • The new Hydro-duct technology for Merino wool fabrics that transfers liquid sweat away from the body -- developed by Woolmark licensee Diyang Merino Textile Ltd in partnership with AWI -- was a 'Gold Award' at this year's ISPO trade show. • Independent analysis published in September 2014 shows AWI's investment in developing and promoting Merino in the sports and outdoor market has delivered $6.30 for every dollar invested. REPORT OF 2014/15 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2013-14
AWI Annual Report 2015-16