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Wool Stocktake : AWI Annual Report 2015-16
Views, Trends, Collezione etc). The magazine is distributed in more than 12 countries and has achieved a sales target of 300 copies sold worldwide per season. The availability of the magazine in the best bookstores and fairs helps to increase the awareness of The Wool Lab and allows AWI to become a market reference in wool products and innovation research for all fashion and textile professionals. • During the year, our team of The Wool Lab specialists had more than 300 one-on-one meetings with clients showcasing the autumn/winter 2016/17 edition, an increase from the previous autumn/winter edition. There were more than 330 meetings for the spring/summer 2017 edition, a 50% increase from the number of meetings for the previous spring/summer edition. Clients were located in Australia, Benelux, China, France, Germany, Hong Kong, Italy, India, Korea, North Europe, Turkey, UK and USA. The Wool Lab spring/summer 2017 season generated more than 9,000 requests for swatches, an increase of 80% compared to the previous season. • A complementary AWI initiative – The Berlin Wool Lab Project – this year saw 12 of Germany’s top emerging design talents be inspired by The Wool Lab and choose innovative Merino wool fabrics for outfits in their spring/summer 2016 collections Trade education collateral • More than 1,000 new rights-owned images were generated for distribution and use in marketing communications activities. They were made available to AWI global staff for use by trade and supply chain partners, brands, retailers and the media. • Marketing, sales, training and market intelligence materials were added to AWI’s internal iPad App to assist AWI global staff communicate with trade customers in the most timely and cost-effective manner irrespective of location. The internal dashboard also went through an extensive development and design upgrade to make it easier for global usage and asset search capabilities. • The AWI Marketing team supported the TWC presence at trade shows and the publicity of wool’s benefits by providing refreshed marketing collateral, from trade show booth design (with a globally consistent look and feel) to brochures and posters. More than 350 pieces of artwork have been transferred to the new look. The design produced in-house by AWI staff for The Woolmark Company stand at the Première Vision trade show in February 2016. AWI’s presence at trade shows provides an important source of leads for continual business development. Trade shows and other trade development • AWI attended 16 international trade shows to showcase its new product developments and The Wool Lab to brands and retailers and inform them about the benefits of wool. The target audience at each of these trade shows is retail buying teams, designers and manufacturers. Trade shows attended during 2015/16 included: o Heimtextil (Frankfurt) for interior textiles o India Fashion Forum (Mumbai) for apparel fabrics o Intertextile (Shanghai) for apparel fabrics o ISPO (Munich) for sports and outdoor wear o JITAC - European Textile Fair (Tokyo) for European fabrics o Milano Unica (Milan) for high end textiles and fashion o Outdoor Retailer (Salt Lake City) for outdoor wear o Pitti Filati (Florence) for knitting yarns and knitwear o Pitti Uomo (Florence) for menswear apparel o Première Vision (Paris and Istanbul) for woven fabrics and wovenwear o SpinExpo (Shanghai) for knitting yarns and knitwear. • Following trade shows, workshops about AWI’s innovation collections and The Wool Lab (see previous page) were held individually with retailers and brands. • Other general training of retail decision makers, such as the company’s buyers, merchandisers, designers and technologists, was also undertaken, focusing on providing them with a ‘toolkit’ that both stimulates interest and builds their confidence to invest in wool product lines. It enables them to take full advantage of wool’s technical and aesthetic properties. • Retail workshops were held to help educate sales staff in several locations across the world about the natural properties and benefits of wool, so they can advise consumers more appropriately. Retail store managers were also trained, who in turn train their own staff. • Expert advice on engagement strategies with the global textile trade was secured from notable consultants including Peter Ackroyd (UK) and Fabrizio Servente (Italy). 34 REPORT OF 2015/16 OPERATIONS – MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2016-17