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Wool Stocktake : AWI Annual Report 2015-16
PROGRAM 3: THE CAMPAIGN FOR WOOL INVESTMENT FOCUS The centrepiece of the Campaign for Wool (CFW) is promotion of wool products for a week-long period (in Wool Week) in different regions throughout the September, October and November months (except Australia) each year in cooperation with AWI retail partners. A collaborative marketing program is developed with individual retailers and further support is provided through: • Support of trade events and intensive PR. • Point-of-sale materials (such as swing tickets, window displays, posters and information material on wool attributes). • Consumer marketing though high-impact events (such as street events) featuring sheep and Merino wool. • Online activities such as the CFW website and participation on Twitter and Facebook. The contents of the campaign increasingly consist of three key elements – rich media focused on the ‘Natural, Biodegradable, Renewable’ core platform; consumer leverage through the effective promotion with the supply chain and retailers during peak consumption periods – hallmarked by Wool Week promotions; and sheep and wool made tangible in urban events. • Roll-out in: United Kingdom, Italy, France, Germany, Netherlands, Belgium, China, Japan, Australia, and Korea. STRATEGIC TARGETS Targets for three-year period 2013/14 to 2015/16 Progress during 2015/16 Number of retail partners involved to increase from 445 to 800 by 2015/16. Partly achieved. Total partners engaged in the program reached more than 400 in 2014/15 with about 2,500 stores involved. In 2015/16, an increasingly targeted approach delivered – across the seven Wool Weeks in which AWI was directly involved – engagement with 242 brand partners with the number of stores reaching around 650. An average increase in wool sales per store involved with the program of 1020 units a year or 675 kg of wool. Partly achieved. Sales were estimated at an average of 520 units per store. While the return in 2015/16 was lower than in previous years, it is estimated that during the three-year strategic period, AWI investment of $9.1 million delivered a solid return of $28.3 million in present value returns back to woolgrowers. Media value to reach GBP 18 million in 2015/16. Social media targets a follower base of 100,000 by 2015/16, with websites hitting 500,000 that year. Partly achieved. Global PR and digital results for 2015: • The Editorial Value Equivalent (EVE) for the seven Wool Weeks that The Woolmark Company ran reached $16.6 million. • 4.8 million Facebook impressions during Wool Weeks. • 34.0 million Instagram impressions during Wool Weeks. • 10.2 million Twitter impressions during Wool Weeks. KEY RESULTS DURING 2015/16 • 2015 saw the completion of the Campaign for Wool’s sixth year, as the global initiative continues to encourage manufacturers, retailers and designers of apparel and interiors products to live naturally and choose wool, and in turn educate consumers about the fibre’s environmental benefits. • 242 global retail partners participated in the seven Wool Weeks that AWI ran during the 2015 campaign (out of a total of eleven) with promotional material on display in around 650 stores across the world. • Digital channels have become a vital medium through which to market The Campaign for Wool’s messages to consumers. AWI (through The Woolmark Company’s digital channels) amplified the Campaign’s own digital messaging to an even larger audience – with The Woolmark Company’s Facebook, Instagram and Twitter receiving close to 50 million Campaign for Wool–related impressions during international Wool Weeks. • An important part of the Campaign for Wool is the promotion of wool of all microns, including of a broader micron and crossbred wool. The campaign therefore continues to promote wool for the interior textiles sector – including bedding, carpets and furnishing – as well as the apparel sector. • Wool Weeks formed a key part of the Campaign for Wool, helping to promote wool as a natural, renewable and biodegradable alternative to synthetic fibres and increase sales of wool product. • Australia held its Wool Week in May 2016, scheduled to coincide with the start of the mid- winter retail season. There was a series of events, with some of Australia’s biggest apparel retailers joining boutique shops, designers and woolgrowers in highlighting and celebrating Australian wool. Leading shopping centre Westfield joined the campaign as a major partner. Westfield Sydney, Miranda and Doncaster hosted in-centre activations promoting wool including pop-up shops and exhibitions from leading textile artists. Westfield Sydney also hosted a Designer Yarns series, with shoppers invited to intimate Q&A sessions with leading fashion designers from STRATEAS CARLUCCI, M.J . Bale, Bianca Spender and Ginger & Smart. Westfield Sydney, in partnership with The Powerhouse Museum, also showcased a preview of the ‘Isabella Blow: A Fashionable Life’ exhibition which opened during Wool Week and which ran until 28 August – showcasing her affinity to wool and commitment to nurturing emerging designers. 36 REPORT OF 2015/16 OPERATIONS – MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2016-17