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Wool Stocktake : AWI Annual Report 2014-15
• Select pieces of leading fashion designer Alexander Wang's Fall/Winter 2014 collection included Merino wool and carried the Woolmark logo. • To help promote Australian Merino wool in the lucrative US market for luxury menswear, AWI collaborated with leading American specialty retailer Saks Fifth Avenue to support its prestigious Fabric No. 1 award. • Italian weaver Reda marked its 150th anniversary by showcasing at an exhibition, produced by Reda in collaboration with AWI, the luxurious attributes of superfine Merino wool and the company's close working relationship with Australian woolgrowers. • To celebrate the launch of Scabal's Noble Wool Club, prestigious menswear publication The Rake with AWI support produced a two-part feature, highlighting the fibre to fashion journey and re- establishing the emotional connection between the exquisite fabrics and their origins. • The Merino.com website continued to enhance global campaign content by containing relevant educational information about campaign initiatives and partnerships, and information about the provenance and benefits of the fibre. It provided valuable reportage of the global media campaigns and designer collaborations. AWI's efforts in the critically important market of Mainland China focus on a number of key programs: • Woolmark Gold -- a campaign in partnership with European spinners and weavers which targets and supports premium retail and designer brands encouraging them to source luxury wool fabrics where the ingredient is Australian Merino wool. • Luxury in China apparel -- collaborative programs centred on educating target customers and consumers about the benefits of wool, and presenting them with products that can fulfil their desire to buy luxury, authentic European apparel and accessories made from Australian Merino wool. • Campaign For Wool -- an extension program with leading global designers, through media and partnerships in-store and online. Increase the number of Woolmark Gold partners from 14 in 2012/13 to 45 in 2015/16 (trade and retail). Expand media reach to 500 million in 2015/16 and build a database of 250,000 targeted consumers. Increase the wool sales of Woolmark Gold partners by 760,000 kilograms per year by 2015/16 and 5% growth across non partner stores. Having established this campaign in China, consider rolling it out into India and identify other key markets where it can deliver impact and additional sales opportunities. • Leading purveyor of luxury menswear The Eve Group, which has more than 500 premium stores throughout China, undertook a Woolmark Gold promotion for suits and garments made from Australian superfine Merino wool. The fabric in the suits has been supplied by a number of exclusively licensed Woolmark Gold weavers in Europe -- including Reda, Vitale Barberis Canonico and Dormeuil. Retail training was also presented by AWI to Kevin Kelly's top sales managers in February at Eve's fashion and cultural center in Beijing. • AWI partnered with the China Wool Textile Association (CWTA) to host the inaugural Australian Merino Wool Best of China Wool Awards 2014 in Shanghai in October 2014. The awards recognise the leading Chinese textile companies across a range of 10 award categories covering woven and knitted fabrics. The awards aim to expand the innovative applications of Australian Merino wool, as well as promote China's wool textile industry, expand product research, and market China's premium textile enterprises to global buyers. • For the first time, a final of the International Woolmark Prize was held in China, when the 2014/15 womenswear final was held in Beijing in March 2015. The event included domestic and international media attendance from USA, UK, Australia, Italy, Japan -- generating more than $12 million PR coverage in one month. As a result of the event, The Woolmark Company's Weibo audience increased by 135%. • Vogue China and GQ China, in partnership with the Campaign for Wool, featured wool apparel from leading Chinese brands in their November 2014 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 -- which had a strong emphasis on retail -- the same leading brands also participated in a retail showcase held at one of Shanghai's largest shopping malls. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16