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Wool Stocktake : AWI Annual Report 2014-15
• Expansion and delivery of The Wool Lab as a key element in both educating the trade and stimulating demand for wool at the targeted premium end of apparel and interiors markets. • An effective database and system of building and managing relationships with trade across the pipeline (Customer Relationship Management). • Development of educational content for use at specific levels of knowledge (initial, detailed and technical) and delivery of this content to and through trade partners via electronic means. • Work with regions on key B2B partner campaigns and collateral requirements that form part of their country strategies. • Roll--out globally. Expansion of The Wool Lab into an inspirational seasonal tool that is delivered in person (via workshops with Key Accounts), as a preview (to spinners and weavers) and to a broader audience in a differentiated 'lighter' digital format. For the second year, The Wool Lab was also presented in a preview format for spinners and weavers three months prior to the release of the main The Wool Lab book. A magazine format was also available for a broader audience and is already well positioned between the top players in trend magazines. An effective database and system of building and managing relationships with tiered trade partners across the pipeline and on a global basis. During 2014/15 AWI implemented a reconfiguration of its CRM system (Salesforce.com) delivering a mobile platform that staff can access via iPads and smartphones. The aim of the project was to improve collaboration across the company to support the ongoing development and servicing of AWI's customers and enable AWI's digital strategy. Development, delivery and adoption of educational content for use at specific levels of knowledge (initial, developed and technical), by various channel partners (processing, manufacturing, retail and consumer) and delivered by a flexible range of media at 40% of commercial cost. A very broad range of trade education content produced and targeted at varying levels and geographic locations of partners. The collateral that was produced in- house was significantly less than 40% of the cost that external providers would charge. • AWI's "The Wool Lab" -- the seasonal guide to the best wool fabrics and yarns in the world -- continues to be a global success and an important tool for the fashion industry, including brands, retailers, manufacturers, spinners, weavers and the media. The Wool Lab contains a selection of the most innovative and quality wool fabrics and yarns commercially available on the market from the best spinners and weavers in the world. • The Wool Lab guide for the spring/summer 2016 retail season was launched at the Pitti Immagine Uomo trade show in Florence, Italy in January 2015. The Wool Lab guide for autumn/winter 2016/17 was launched in June 2015. • Both of these editions of The Wool Lab were also released in a preview format for spinners and weavers (for purchase) three months prior to the release of the main The Wool Lab book. • A magazine format of both editions was also made available (for purchase) for a broader audience. The magazine is sold in the best trade fairs and professional bookstores between the most leading trend books (such as Views, Trends, Collezione etc). The magazine is distributed in more than 12 countries and has achieved a sales target of 350 copies sold worldwide. The availability of the magazine in the best bookstores and fairs helps to increase the awareness of The Wool Lab and allows AWI to become a market reference in wool products and innovation research for all fashion and textile professionals. • Clients that met our team of The Wool Lab specialists totalled 420 and included clients in Australia, Benelux, China, France, Germany, Hong Kong, Italy, India, Japan, Turkey, Spain Korea, UK, USA and Taiwan. • 777 new rights-owned images were generated for distribution and use in marketing communications activities. They were made available to AWI Key Account Managers for use by trade and supply chain partners, brands, retailers and the media. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16