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Wool Stocktake : AWI Annual Report 2014-15
• 2013/14 International Woolmark Prize winner Rahul Mishra's collection was rolled out into stores across the world, including David Jones in Sydney, Harvey Nichols in London, Colette in Paris, 10 Corso Como in Milan, Saks Fifth Avenue in New York, Joyce in Hong Kong and online at mytheresa.com. • Rahul Mishra followed up his International Woolmark Prize win by joining the elite group of designers at Paris Fashion Week, showing a new Spring/Summer 2015 collection that explored the versatility of Australian Merino wool as a lightweight and trans-seasonal fibre. His following Autumn/Winter wool-rich collection was also launched at Paris Fashion Week, and was directly inspired by a visit in October 2014 to a wool- growing property in Australia. • The regional finals for 2014/15 were held following a global search, reaching across 21 countries and involving more than 60 emerging designers nominated by fashion industry figures in their respective regions (Asia, Australia, Europe, India & the Middle East, the USA). • Following the expansion of the competition into menswear as well as womenswear, Public School from the USA became the inaugural winner of the International Woolmark Prize menswear competition for 2014/15, presenting a Merino wool capsule collection that showcased an innovative extension of sportswear. The menswear final was held on the opening day of London Collections Men fashion week in January 2015. The menswear final achieved more than $5.5 million PR coverage in one month. • New York label M.PATMOS was chosen as the winner of the coveted 2014/15 International Woolmark Prize for womenswear in Beijing in March 2015. The was the first final event to be held in Asia and included international media attendance from USA, UK, Australia, Italy and Japan generating more than $12 million PR coverage in one month. The womenswear final social media coverage peaked at 8.1 million Twitter users generating 105.6 million Twitter impressions. Following the event in Beijing, The Woolmark Company's Weibo audience increased by 135%. • The winners of the 2014/15 competition have the opportunity to be stocked in the most important retailers around the globe including Harvey Nichols, Saks Fifth Avenue, 10 Corso Como, Joyce, Isetan Mitsukoshi, David Jones, mytheresa.com and matchesfashion.com • At the trade level, the competition has attracted a high calibre of supporters from nominating bodies including the British Fashion Council, the Council of Fashion Designers of America and Vogue China, as well as retailers. A new Trade Partnership Program, which connects promising designers with the best spinners and weavers specialising in wool, expands this further. • At the jury level, there is the engagement with an alumnus of the world's leading influencers of fashion, such as Victoria Beckham and Sir Paul Smith who were judges in 2014/15 -- who donate their time at no cost and all of whom not only have a shared and stated interest in the development of new talent and new markets, but also help attract enormous media attention worldwide to expose the innovative nature and versatility of Australian wool. International Woolmark Prize judge Victoria Beckham examines one of the entries during the judging of the 2014/15 womenswear final. • At a broader global fashion apparel audience level, the International Woolmark Prize gives AWI the opportunity to work through the creation of 'documentary' style content distributed through digital and broadcast media (see www.woolmarkprize.com and www.merino.com). A documentary titled Behind The Prize was produced following the journey of the finalists who competed in the global final of the 2014/15 competition, with the following distribution partners secured: London Fashion Film Festival, Melbourne Fashion Film Festival, Foxtel's Art channel and Qantas inflight programming. • Australian womenswear and menswear finalist in 2014/15 Strateas.Carlucci were invited onto the official Paris Fashion Week schedule following increased publicity from their participation in the International Woolmark Prize. • Retail partner Joyce China invited the winner of the 2014/15 womenswear award M.PATMOS to design the store's new staff uniforms as part of the retailer partner prize. • For the 2015/16 competition, the number of regional finals has expanded from five to six, now including the British Isles as well as Asia; Australia; Europe; India, Pakistan & Middle East; and the USA. • Retail partner 10 Corso Como has expanded its distribution network to include stores in Shanghai and Beijing, and Boutique 1 has joined the partner network and will stock the winning womenswear collection in three stores across the UAE. • Marketing collaboration projects were undertaken to promote the use of Merino wool with established international designers such as Roland Mouret and local designers such as Jenny Kee. • AWI engaged a professional media monitoring service so that the company could review and track that it was achieving the optimal level and targeting for its PR activities. • Seasonal/retail trend information was produced by industry experts for AWI, for dissemination and to guide future activities. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16