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Wool Stocktake : AWI Annual Report 2014-15
$8,359,000 project expenditure + 21 AWI staff (full time equivalent) • A cohesive global 'umbrella' campaign, partnering leading digital/traditional media owners and leading (Tier 1) Key Accounts to tell the wool story, endorse the use of the wool fibre, and generate sales leads and site traffic for both partners and AWI. The creative direction mainly follows an advertorial style and utilises digital as well as traditional media, working with media partners, ambassadors and designer collaborations. • Origination of content from UK, Italy, France, USA, and expanding to China over time. Ensures market presence in global markets via global digital and social media and in China, USA, Japan, Italy, France, UK, Germany. • Key markets are: United Kingdom, France, Germany, China, Japan, Australia, USA and Korea. Increase media reach from 250 million (estimated) in 2012/13 to 750 million in 2015/16. Expand the number of partners from the 34 in 2012/13 to 42 in 2015/16 at Tier 1 level. The campaign now has more than 80 partners globally. Increase wool sales across campaign partners of 1 mkg a year by 2016 with additional sales across non-partners of 15%. • This fibre advocacy campaign continued to establish Merino wool as the fabric of choice for fine, contemporary fashion. In 2014/15, the campaign involved AWI strengthening its partnerships with well-known designers and fashion houses and promoting wool across the world through numerous high-profile publications. The campaign now has more than 80 partners globally -- well above the target of 42 that AWI set out to achieve in its 2013/14 to 2015/16 Strategic Plan. • International soccer star and World Cup winner Alessandro Del Piero became the campaign's first sports-related ambassador. A series of photographs and videos featuring the Italian superstar wearing apparel from Z Zegna Sport's Techmerino collection was rolled out. • The August edition of British Vogue devoted 16 pages of its Autumn/Winter catwalk issue to the beauty of Merino wool in a seaside fashion spread, featuring apparel from well-known international fashion labels such as Victoria Beckham, Vivienne Westwood and Alexander Wang. The feature was distributed across both online and print mediums, with a video plus a competition. • AWI teamed up with Vogue Paris for its October 2014 edition, celebrating Merino wool with an eight- page fashion feature. Five iconic French designers Jean Paul Gaultier, Christophe Lemaire, Maison Martin Margiela, Lanvin and Isabel Marant came together to celebrate the important role of Merino wool for autumn/winter. The promotion was also launched online by Vogue in a microsite including moving images and designer interviews. • Vogue China showcasing in its October 2014 edition the use of Merino wool by the ever-popular Paul Smith label for the Autumn/Winter 2014 season. The feature was titled Modern Woman and showcased six looks including wool coats, worsted suits, suit vests, and wool trousers. A two-page feature in the October edition of GQ China also highlighted Paul Smith's Autumn/Winter collection, this feature focusing on menswear. • The leading London fashion shows that attract global media and buyers and generate consumer coverage were captured in promotional films. Designer collaborations were undertaken with Richard James, Christopher Raeburn, Lou Dalton, Paul Smith and Katie Eary at London Collections Men (Autumn/Winter) men's fashion week; Richard James, Lou Dalton, and Sibling at London Collections Men (Spring/Summer); and Christopher Raeburn, Sibing and Holly Fulton at London Fashion Week (womenswear). • AWI teamed up with the bespoke tailors of Savile Row to showcase Merino wool to an international audience of buyers and journalists at the latest 'The English Gentleman' event, hosted this year -- the bicentenary of the Battle of Waterloo -- at the London residence of the Duke of Wellington. It highlighted Merino wool yarns, fabrics and garments produced by some of the world's most prestigious manufacturers and tailors that embody craftsmanship and heritage. • AWI also collaborated with the tailors of Savile Row at an event 'Inside Out' that showcased the craftsmanship required in hand-tailored bespoke suit making. The event also marked the launch of 'The Ambassadors Project' in which each Savile Row bespoke house styles an appointed ambassador, with promotion through social media, in the lead up to the next London Collections Men. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16