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Wool Stocktake : AWI Annual Report 2014-15
• After introducing Cool Wool into its Spring/Summer 2013/14 collection, Australian tailor M.J. Bale continued to work with lightweight Australian Merino wool fabrics for Spring/Summer 2014/15, presenting a Cool Wool collection designed to meet the needs of the well-dressed business traveler. • For Spring/Summer 2015, Turkish Cool Wool manufacturer and retailer Sarar released a 20-piece Cool Wool collection, comprising both menswear and womenswear, with suits, jackets and trousers remaining true to Sarar's refined tailoring. • Following on from his International Woolmark Prize success at the Australian regional final in 2013, fashion designer Christopher Esber partnered with AWI to produce his debut Cool Wool capsule collection which was launched in October 2014. • Fashion designers Christopher Raeburn and Holly Fulton worked with AWI on sourcing and integrating Cool Wool into their Spring/Summer 2015 collections to promote wool as a year-round luxury fibre. • India's leading manufacturer, marketer and retailer of worsted suiting fabrics, Raymond, once again worked alongside AWI to launch its latest Spring/Summer collection of Cool Wool fabrics. • In Korea, Cool Wool was the hero of a Paul Smith styling class, attended by important Paul Smith customers and key media representatives. A special Cool Wool media event was also held at major department store Lotte in collaboration with traditional menswear brand Cambridge Members. • This program consists of Promotions and Public Relations activity around the fibre and its source through global and local PR support across retailers, designers and key partners; tactical opportunities will arise from time to time. • Possible projects under consideration are: o Woolmark 50th Anniversary (1964 to 2014) o five billion Woolmark certified products sold (1964 to 2013) o Woolmark e-commerce portal aggregation partnership. • There may also be localised promotional and PR opportunities of sufficient potential to impact global demand. From the current 10 markets in which we have active programs we will expand this to 20 over the next three years, and expand our reach to consumer audiences targeting 500 million by 2015/16. Activities this year continued to focus on the 50th anniversary of the Woolmark brand. In addition, AWI facilitated the visits of manufacturers to Australia to educate them on wool and its production. Opportunities for investment will be considered on a case-by-case basis with investment made to maximise cost-effectiveness of AWI investment in other programs. Retention of 12 PR agencies globally for 2014/15 gave AWI an effective and responsive global PR network to support all Marketing initiatives. • AWI launched its Fibre of Football campaign in 2014. The campaign now involves many initiatives including placing the natural fibre into football supporter apparel. With the start of the 2015 AFL season came the historic development that the clubs began selling Australian wool products for the first time in decades. 100 per cent Australian wool retro football jumpers, scarves and beanies were available, as well as knit kits in club colours. • 2014 marked the 50th anniversary of the world- famous Woolmark brand. Since the now iconic Woolmark logo was first designed in 1964, it has been applied to more than five billion products worldwide. The logo's enduring appeal continues to deliver significant returns to Australian woolgrowers through its use in AWI's global marketing campaigns as well as the Woolmark Licensing Program. • Global PR agencies delivered communications from AWI and content on the Merino fibre on a per project basis effectively to 12 key consumer markets across the world. Nat Fyfe of the Fremantle Dockers and Tom Hawkins of the Geelong Cats joined AWI's Fibre of Football campaign to help promote the wool industry and the demand for wool products through football. REPORT OF 2014/15 OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2015-16