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Wool Stocktake : AWI Annual Report 2014-15
• Build wool's share in the lucrative babywear market by increasing awareness of wool's benefits amongst consumers and supporting partner marketing. Engagement of 27 partners by 2016 from a base of 15 at the end of 2012/13. The 2014/15 target of 21 partners was achieved with a strong focus on key accounts. Average annual number of wool pieces sold per existing partner increased from 18,000 to 30,000 units by 2016. Forecasts are good. Average number of wool pieces sold by new partners at 6500 by June 2016. Forecasts are good. Increase in non-partner sales of 5% a year. Based on the available information there is an increase in wool used in babywear collections, in some cases of 30%-50%. • Premium Australian knitwear label Cable Melbourne has expanded to include Australian Merino wool items for children. • Russia's largest hand-kitting company Pekhorskiy Textile has also become a Woolmark licensee, developing a new range of machine-washable hand-kitting yarns specifically for baby and childrenswear which has sold very well. • Innovative US babywear brand aden + anais released a Pure Merino Muslin collection with Woolmark Nurture certification. The aden + anais Merino muslin product is guaranteed to be made from Merino wool with a micron of 18.5 or finer, so it will feel luxuriously soft against baby's skin. • Build wool's share in the emerging discerning 'urban' consumer segment by increasing awareness of wool's benefits amongst consumers and supporting partner marketing. 6 Tier 1 & 2 retail partners by 2016. Increase of 75,000 units sold per Tier 1 & 2 partners by 2017 (with average 650 grams wool per unit). • A collaboration with men's fashion icon Nick Wooster was undertaken to target the menswear contemporary market in USA and Japan. The objective was to educate Nick Wooster's audience about Merino wool via appearances, content creation (digital) and product collaboration. Using Nick Wooster's social media reach, we were able to reach a new audience of over 500,000 in an engaging way by showing Merino wool and its relevance to contemporary culture. • Nick curated a 100% Merino wool menswear collection with Swedish contemporary brand The White Briefs. The idea behind the collection was to challenge consumers' perception of wool and to tackle the misconception that wool is itchy/scratchy next-to-skin. The collection was launched at Pitti Uomo in January and received an overwhelming response. • Key account development continues with product development and/or marketing discussions in progress with Levi's, rag & bone, Theory, Scotch & Soda and United Arrows. • Following the interest generated from the Levi's 501 Wool Denim jeans, we have continued to work with a number of suppliers to provide a range of Wool Denim fabrics. There are now more than 10 suppliers globally producing Wool Denim fabrics from regions such as China, Italy and Turkey. Interest continues for Wool Denim following it's re-launch at Premiere Vision in September 2014 with on-going sample requests from major international brands. REPORT OF 2014/15 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2013-14
AWI Annual Report 2015-16