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Wool Stocktake : AWI Annual Report 2014-15
• Reduce consumer perceptions that wool is difficult to care for and launder, via the provision of quality 'after sales support tools', so that consumers of wool textiles have a positive, easy care experience. A ten point improvement in the perception of wool being "easy care" in our key consumer markets (compared with 2011 Nielsen data) by 2016. The number of survey respondents who cited "hard to care for" as a barrier to wool consumption reduced over the year from Winter 2013. Increased perception of value across a minimum of 3 million consumers. Washable wool campaign has directly communicated the "easy care" message to consumers in key global markets. Maintain the quality perception of the Woolmark brand in apparel by maintaining licensing and royalty income over three years. AWI-commissioned research shows that consumers continue to agree the Woolmark brand ensures quality. Revenue and royalties from the sale of Woolmark licences increased. • Italian childrenswear brand Il Gufo is using AWI's 'Tested by Nature, Tested by Us' washable wool campaign to help sell machine-washable Merino wool. The AWI campaign aims to show that many wool products do not need to be dry cleaned or hand washed, and can be machine washed. • AWI has rolled out a Wool Care Guide app, placing information on caring for wool apparel readily at the tips of consumers' fingers. The app includes information on understanding care labelling, stain removal and general care instructions. The app is available free of charge for all Apple and Android devices. • Service interior Woolmark licensees. • Create awareness of wool with a design-focused audience. Maintain the current number of licensees in interior textiles and increase when possible while operating under a fixed budget. The number of licences increased by four per cent during the 2014/15 financial year. Support licensees and other interior textiles partners in existing programs such as Campaign for Wool. A significant part of the Campaign for Wool is the promotion of wool of a broader micron included in interior textiles. Interior textiles licensees have been involved in most of the Campaign for Wool countries. Increase the visibility of the Woolmark logo with a high- end design audience and also raise their interest in wool in fashion. A new digital newsletter is in development and will be launched in the 2015/16 financial year. Investigate the possibilities to develop interior textiles products with the available Australian Merino wool such as blankets and light curtains. Product development for the Interiors category has not been the main focus the 2014/15 financial year. • An important part of the Campaign for Wool is the promotion of wool of all microns, including of a broader micron and crossbred wool. The campaign therefore continues to promote wool for the interior textiles sector -- including bedding, carpets and furnishing. The Campaign for Wool Interiors Collections was launched which includes more than 50 wool interior pieces from high street brands plus a selection of specially commissioned items from emerging and established designers. • Woolmark licensees that attended the 2015 Heimtextil international trade show for interior textiles have reported buoyant interest in wool products. As in previous years at Heimtextil, AWI co-hosted the Wool Arena -- a focal point for the industry to promote the fibre at the show -- highlighting the superior natural benefits of all wool. • Licensee collateral and trade activities were created in Japan, the Netherlands and Turkey. REPORT OF 2014/15 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2013-14
AWI Annual Report 2015-16