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Wool Stocktake : AWI Annual Report 2014-15
• Germany -- An extensive program of workshops, exhibitions and events around wool were held in the Bikini Berlin Concept Mall. Retailers, designers and brands were involved throughout Wool Week. A series of art installations by a Swiss art school ECAL was also launched in collaboration with sportswear label MOVER. • Japan -- Tokyo paid homage to the Campaign for Wool's place of origin, with a 'Shopping is GREAT Britain' campaign initiated by the British Embassy in Japan and UK Trade and Investment. • Korea -- Korea's largest retailer, the Lotte department store, and 24 apparel brands including Galaxy, Brooks Brothers, Daks, customellow, T.I for Men, Pal Zileri and Cambridge Members collaborated in a fashion show and promotional retail activities. • Australia -- Scheduled to coincide with the start of the mid-winter retail season, Wool Week -- held in May 2015 -- played host to a series of events, which involved the campaign's retail partners across the country helping to educate consumers about the natural benefits of wool and increase sales of wool product. A special shopping night was also held at Sydney's newest premium shopping hub, Macquarie Centre. The opening spread of the six-page promotion of wool in Vogue China, in partnership with the Campaign for Wool, shot on location at Wyvern Station near Hay, NSW. "The choice of VOGUE" proclaims the Vogue/Campaign for Wool swing tag on wool apparel during the Vogue Fashion Night Out retail festival in Paris. • Up to twenty emerging designers are nominated from six regions each year to submit a collection of wool garments for judging by a panel of judges at a regional level. Regional winners then compete for the international prize and the winner's collection is made available for sale through leading global retail partners. • An active, high-value alumni consisting of the combination of the world's leading designers and design influencers, with the contestants and winners of various levels of the competition, all centred around and brought together by wool. • AWI funds are used to promote the IWP through partners such as Vogue and for administration of regional and international events, including prize money for finalists. • Public Relations (PR) activity around the fibre and its source through global and local PR support across retailers, designers and key partners. Engagement of markets growing from the current 21 to 30 by 2015/16, with the number of retailers carrying IWP garments expanding to 15 across key markets. 11 stockists were secured for 2014/15. Media reach in the first four months of this campaign was 515 million; on a full year basis we expect this to exceed 600 million in 2013/14, 800 million in 2014/15 and 1 billion in 2015/16. The latter would have a media value in excess of $40 million. Target for 2014/15 achieved and exceeded. Media reach statistics in 2014/15 reached 1.26 billion. An additional 700,000 wool garments sold each year. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16