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Wool Stocktake : AWI Annual Report 2014-15
Merino wool is an ideal fibre for warmer climates, transitional seasons and global travel; this is an area where Merino consumption can grow. Working closely with the manufacturing pipeline and brand partners, through targeted marketing campaigns, in-store activities, promotions and events, we seek to educate the consumer about wool's natural ability to regulate temperature and challenge misconceptions that wool is only relevant for colder climates. Merino wool is a fibre for all seasons. Cool Wool has two aspects: • Cool Wool is a Woolmark sub brand with specifications attached. • It is also a marketing platform to raise awareness of Merino wool's relevance for all seasons, particularly spring/summer and for countries with hot climates. Increase markets in which the program is active from nine in 2012/13 to 11 in 2013/14 and to 15 by 2015/16. 10 markets covered during 2014/15. Increase number of Cool Wool licensed manufacturing partners from the six in 2011/12 to 20 by 2015/16. 33 licensed manufacturing partners signed up and supporting Cool Wool -- from China, India, Italy, Japan, Turkey and the UK. Add six new Cool Wool Woolmark licensees by 2015/16. New licensees: Bower Roebuck (UK), Cerruti (Italy), Hield Brothers (UK), Dormeuil (France), Altinyildiz (Turkey), Holland and Sherry (UK), Marks & Spencer (UK). Increase Cool Wool retail partners from eight in 2011/12 to 16 by 2015/16. 16 Cool Wool retail partners in 2014/15. Increase visits to coolwool.com to 20,000 and media reach from six million in 2012/13 to 20 million in 2015/16. 26,344 visits in 2014/15, up from 25,731 visits in 2013/14. Increase in annual Cool Wool ticket and label volume by five per cent. This is expected to translate to an increase in wool sales of 730,000 kg a year. 459,155 Cool Wool tickets and labels in 2014/15, up from 159,725 in 2013/14 and 51,600 in 2012/13. • During 2014/15, we maintained the number of markets in which the program was active at 10 markets, while we evaluated activity and ensured we had quality over quantity. For 2015/16 we are looking to move into other South East Asian markets such as Indonesia, Singapore and Malaysia. • The number of retail partners has risen to the target of 16: Marks & Spencer (UK), Paul Smith (UK), Richard James (UK), Isetan (Japan), Lotte (Korea), Sarar (Turkey), Altinyildiz (Turkey), Thom Browne (US), Brooks Bros (US), Lacoste (France), Raymond (India), MJ Bale (Australia), Studio Italia (Australia), Icicle (China), Anzheng (China) and Hui (China). • The number of licensed manufacturing partners signed up and supporting Cool Wool increased from 23 to 33 -- from China, India, Italy, Japan, Turkey and the UK. • Volume of ticket and label sales showed a high percentage increase (187%) on the figure for 2013/14, up to 459,155 in 2014/15, which demonstrates an increased level of interest from retail partners globally to label their products Woolmark/Woolmark Blend Cool Wool. • British Vogue collaborated with AWI and leading/emerging designers to showcase Cool Wool in a 16 page takeover in their February Catwalk supplement, with a video and online media to support the printed feature. Designers included Victoria Beckham, Vivienne Westwood, Giorgio Armani, Rahul Mishra, Richard James, E Tautz, Christopher Raeburn, Lou Dalton and Pringle. • In Japan, leading department store JR Nagoya Takashimaya introduced Cool Wool into its ready to wear range. Premium retailer Isetan Men's in Tokyo also featured a collection of Cool Wool fabrics for their bespoke tailored suits and developed a special Cool Wool fabric with manufacturer Nakaden Keori. Men's apparel retailer J.PRESS also launched a Cool Wool collection featuring NIKKE's Cool Wool fabric. Cool Wool promotion at a retail store in Japan. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16