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Wool Stocktake : AWI Annual Report 2014-15
The centrepiece of the Campaign for Wool (CFW) is promotion of wool products for a week-long period (in Wool Week) in different regions throughout the September, October and November months (except Australia) each year in cooperation with AWI retail partners. A collaborative marketing program is developed with individual retailers and further support is provided through: • Support of trade events and intensive PR. • Point-of-sale materials (such as swing tickets, window displays, posters and information material on wool attributes). • Consumer marketing though high-impact events (such as street events) featuring sheep and Merino wool. • Online activities such as the CFW website and participation on Twitter and Facebook. The contents of the campaign increasingly consists of three key elements -- rich media focused on the 'Natural, Biodegradable, Renewable' core platform; consumer leverage through the effective promotion with the supply chain and retailers during peak consumption periods -- hallmarked by Wool Week promotions; and sheep and wool made tangible in urban events. • Roll-out in: United Kingdom, Italy, France, Germany, Netherlands, Belgium, China, Japan, Australia, and Korea. We will continue to consolidate then expand this program from the original 6 markets in 2010/11 and 9 in 2012/13 to 11 in 2015/16. Likewise retailer engagement will continue to expand from the baseline of 117 in 2010/11 through the 445 achieved in 2012/13 to 800 in 2015/16. 9 key markets delivered in 2014: France, China, UK, Australia, Germany, Netherlands, Belgium, Japan and Korea. More than 400 brands were directly engaged with the CFW with promotional material on display in more than 2,500 stores across the world. An average increase in wool sales per store involved with the program of 1020 units a year or 675 kg of wool. Difficulties in obtaining specific sales data from stores, but feedback suggests a sizable volume increase. The earned value in media coverage through PR was GBP 5 million in 2010/11, growing to approximately GBP 15 million in 2012/13. This will continue to increase to GBP 18 million in 2015/16. Social media, while slow to start in 2010, targets a follower base of 100,000 by 2015/16, with websites hitting 500,000 that year. Global PR and digital results for 2014: • PR value of editorial coverage: AU$71 million • Facebook likes: 40,000 (up from 25,000 in 2013) • Twitter followers: 16,400 (up from 12,500 in 2013). • 2014 saw the completion of the Campaign for Wool's fifth year, as the global initiative continues to encourage manufacturers, retailers and designers of apparel and interiors products to live naturally and choose wool, and in turn educate consumers about the fibre's environmental benefits. • During 2014, the Campaign for Wool was celebrated on an unprecedented scale across international consumer markets, generating global editorial coverage worth more than $71 million, up from $40 million in 2013 and $24 million in 2012. • More than 400 global retail partners participated in the 2014 campaign with promotional material on display in more than 2,500 stores across the world. • 4.5 million people were reached through Campaign for Wool media partnerships with Vogue and GQ in China and France. • The Campaign for Wool digital channels continued to reach out to new fans of wool with a growth in engagement on social channels with more than 33 million impressions on Facebook and Twitter during the northern hemisphere Wool Weeks. • Countries in key consumer markets across the northern hemisphere created their own program of activity for 'International Wool Week' during autumn. Highlights included: • France -- The highlight was the partnership with the hugely popular Vogue Fashion Night Out (VFNO) retail and fashion showcase in Paris, which helped align retailers including the iconic BVH Marais with premium fashion brands all in the name of wool. As well as the important retail aspects of the campaign, events were held along the Left Bank in Paris to educate students and consumers about the natural benefits of wool. As a preview to VFNO, Vogue Paris produced an eight-page promotion of wool in its September VFNO supplement edition. Vogue Paris Hommes also produced a four-page promotion of wool in its September edition. • China -- Vogue China and GQ China featured wool apparel from leading Chinese brands in their November editions. The photo and film shoot was at Wyvern Station near Hay, NSW, highlighting to consumers wool's journey from farm to fashion. During Wool Week in China, the same leading brands also participated in a retail showcase held at one of Shanghai's largest shopping malls. • UK -- The Campaign for Wool Fashion Collection was launched with brand partners nominating their favourite wool items from their autumn/winter 2014/15 collections. As well as celebrating the use of wool in fashion, the Campaign for Wool Interiors Collections was launched. • Netherlands -- The Tour de Wool shopping route in Amsterdam helped consumers to discover first- hand the natural benefits of wool. Shoppers were invited to follow the Tour de Wool to locate and buy comfortable wool garments and interior products just in time for winter. • Belgium -- Antwerp held a Tour de Wool, which connected consumers to designer shops and multi- brand stores, with special attention given to wool garments and products. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16