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Wool Stocktake : AWI Annual Report 2014-15
• The AWI Marketing team supported the AWI presence at trade shows and the publicity of wool's benefits by providing marketing collateral, from trade show booth design (with a globally consistent look and feel) to brochures and posters. • Marketing, sales, training and market intelligence materials were added to AWI's internal Dashboard iPad App to assist AWI Key Account Managers communicate with trade customers in the most timely and cost-effective manner irrespective of location. • AWI attended 17 international trade shows to showcase its new product developments and The Wool Lab to brands and retailers and inform them about the benefits of wool. The target audience at each of these trade shows is retail buying teams, designers and manufacturers. Trade shows attended during 2014/15 included: o SpinExpo (Shanghai) for knitting yarns and knitwear o Première Vision (Paris) for woven fabrics and wovenwear o ISPO (Munich) for sports and outdoor wear o Outdoor Retailer (Salt Lake City) for outdoor wear o Milano Unica (Milan) for high end fashion o Pitti Uomo (Florence) for high end menswear apparel o Pitti Filati (Florence) for knitting yarns and knitwear. • Following trade shows, workshops about AWI's innovation collections and The Wool Lab were held individually with retailers and brands. These took place in the US, Western Europe, India, China, Korea, Japan, Turkey and Australia. In addition, workshops were held with retail buying offices which are mainly located in Asia, ie Hong Kong. • Other general training of retail decision makers, such as the company's buyers, merchandisers, designers and technologists, was also undertaken, focusing on providing them with a 'toolkit' that both stimulates interest and builds their confidence to invest in wool product lines. It enables them to take full advantage of wool's technical and aesthetic properties. • Retail workshops were held to help educate sales staff in several locations across the world about the natural properties and benefits of wool, so they can advise consumers more appropriately. Retail store managers were also trained, who in turn train their own staff. • Expert advice on engagement strategies with the global textile trade was secured from notable consultants including Peter Ackroyd (UK) and Fabrizio Servente (Italy). • AWI and one of China's leadings woollen textile enterprises The Nanshan Group have worked closely together to establish the International Wool Education Centre (I-WEC) in Shandong Provence, China, which was officially opened in October 2014. The I-WEC educates university students on most aspects of wool manufacturing, and complements the Wool Development Centre set up in 2013. They are both are helping drive the expansion of the Chinese wool textile industry. • The Wool Development Centre has been successful at developing innovative, high-value woven fabrics produced from Australian Merino wool. It also acts as a significant training base to foster professional talent in the wool textile industry. • AWI supported leading textile graduate design prizes, such as the UK's Texprint award and Bradford Textile Society design competition award, and Hong Kong PolyU Institute of Textiles and Clothing's graduation award. This is part of AWI's strategy to educate early career textile designers about the benefits of working with Merino wool. • Seminars explaining the attributes, benefits and versatility of wool to textile and fashion students in the early stage of their career are an important component of AWI strategy. An example of this type of seminar held this year was the 'Naturally Inspiring' seminar held in Sydney in August 2014. • Following on from the success of the past four years' Wool4School fashion design competition, AWI launched a Wool4School competition this year to continue to build knowledge about wool among Australian school students. The fashion design project has been planned carefully to fit within the Design and Technology curriculum. AWI also this year launched Wool4School overseas into more than 600 schools across Hong Kong to help the next generation in this important textile region to champion Australian wool. • As an extension of AWI's successful Wool4School fashion design competition, AWI launched its 'Learn About Wool' website (www.learnaboutwool.com) tailored to both primary and high school teachers and students. It offers a flexible and interactive range of resources that can easily be incorporated into everyday classroom activities -- see page 21. The Wool Lab guide to the best wool fabrics and yarns in the world is proving increasingly popular -- here showcased at the AWI stand at the Pitti Uomo trade show. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16