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Wool Stocktake : AWI Annual Report 2015-16
PROGRAM 2: TRADE ENGAGEMENT AND MARKETING SERVICES Note: Aspects of this program were undertaken in conjunction with Strategy 12 (Trade Education); refer page 47. INVESTMENT FOCUS • Expansion and delivery of The Wool Lab as a key element in both educating the trade and stimulating demand for wool at the targeted premium end of apparel and interiors markets. • An effective database and system of building and managing relationships with trade across the pipeline (Customer Relationship Management). • Development of educational content for use at specific levels of knowledge (initial, detailed and technical) and delivery of this content to and through trade partners via electronic means. • Work with regions on key B2B partner campaigns and collateral requirements that form part of their country strategies. • Roll-out globally. STRATEGIC TARGETS Targets for three-year period 2013/14 to 2015/16 Progress during 2015/16 Expansion of The Wool Lab into an inspirational seasonal tool that is delivered in person (via workshops with Key Accounts), as a preview (to spinners and weavers) and to a broader audience in a differentiated ‘lighter’ digital format. Achieved. For the third year in a row, The Wool Lab was presented in a preview format for spinners and weavers three months prior to the release of the main The Wool Lab book. A magazine format was also available for a broader audience and is already well positioned between the top players in trend magazines. An effective database and system of building and managing relationships with tiered trade partners across the pipeline and on a global basis. Achieved. During 2015/16 AWI implemented an enhanced CRM strategy (utilising Salesforce.com) to support the ongoing development and servicing of all AWI’s customers and enable AWI’s digital strategy. This system is now underpinning the majority of our digital resources and has helped facilitate an increase of more than 20% in our database numbers. Development, delivery and adoption of educational content for use at specific levels of knowledge (initial, developed and technical), by various channel partners (processing, manufacturing, retail and consumer) and delivered by a flexible range of media at 40% of commercial cost. Achieved. A very broad range of trade education content produced and targeted at varying levels and geographic locations of partners. The collateral that was produced in- house was significantly less than 40% of the cost that external providers would charge. KEY RESULTS DURING 2015/16 The Wool Lab • AWI’s “The Wool Lab” – the seasonal guide to the best wool fabrics and yarns in the world – continues to be a global success and an important tool for the fashion industry, including brands, retailers, manufacturers, spinners, weavers and the media. The Wool Lab contains a selection of the most innovative and quality wool fabrics and yarns commercially available on the market from the best spinners and weavers in the world. • The Wool Lab guide for the spring/summer 2017 retail season was launched at the Pitti Uomo trade show in Florence, Italy in January 2016. There were eight themes in this edition including two themes, known as The Wool Lab Sport, focusing on wool in sport and activewear. The Wool Lab guide for autumn/winter 2017/18 was launched in June 2016 at Pitti Uomo with seven themes including one for athleisure and one for homewares/interiors. • Both editions of The Wool Lab were also released in a preview format for spinners and weavers (for purchase) three months prior to the release of the main The Wool Lab book. • A magazine format of both editions of The Wool Lab Preview was also made available (for purchase) for a broader audience. The magazine is sold in the best trade fairs and professional bookstores between the most leading trend books (such as The Wool Lab guide to the best wool fabrics and yarns in the world is proving increasingly popular – here the The Wool Lab is being showcased at the TWC stand at the Pitti Uomo trade show in June 2016. REPORT OF 2015/16 OPERATIONS – MARKETING 33
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