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Wool Stocktake : AWI Annual Report 2015-16
No matter where in Australia you were, Australians also had the chance to promote wool by taking a wool-themed photo and sharing it on Instagram and tagging #WoolWeek with the chance to win a $1,000 voucher to be spent at a Campaign for Wool retail partner. • Countries in key consumer markets across the northern hemisphere created their own program of activity for their international Wool Weeks during their autumn/winter retail seasons. Highlights included: o United Kingdom – The showcase event of Wool Week in the UK was sheep taking up residence on Savile Row in London, which was transformed into a green pasture, and models showcased the finest in men’s tailoring. With more than 200 metres of the finest wool cloth, 80 metres of grass pasture, 60 sheep, 25 models, 25 bespoke menswear outfits, 25 tailoring houses, 28 weavers and merchants, two specially constructed wool sheds and a sheepdog – Wool Week UK was certainly launched in style. 26 other retailers and brands of central London also hosted Wool Night Out – a special shopping night showing the latest in wool fashion. A 'Wool This Way' map provided a consumer guide for the night event. o Netherlands – At the heart of the Netherlands’ Wool Week celebrations was a glossy 76-page WOOL magazine, containing images of designs – many from Dutch brands with an international distribution – all crafted from wool. All products were available in stores as part of the brands’ autumn/winter collections. 36,000 copies of the magazine were distributed to subscribers of ELLE and Harper’s BAZAAR and were also available in participating stores during Wool Week. It is also available via AWI’s website www.merino.com/cfw2015NL o Italy – From the latest in Merino wool fashion to a flock of sheep on Milan’s high-end shopping hub Via Montenapoleone, Wool Week in Italy was a true showcase of all things wool. The proceedings were officially opened by campaign patron, HRH The Prince of Wales via a pre-recorded video message. Ten of the world’s best emerging design talents sent a crew of models down a runway during the annual ON STAGE fashion show in Milan, showcasing their latest collections where Merino wool has played a pivotal role. A selection of models wearing wool with sheep on Savile Row in London being photographed by the media. Campaign for Wool marketing collateral in Japan featuring an Australian Merino sheep. o Japan – Iconic department store Isetan Shinjuku played host to several exciting wool- themed activities, including the promotion of more than 20 fashion brands working with wool. Shoppers were treated to a virtual trip to Australia, thanks to virtual reality headsets, transporting visitors to a Tasmanian wool- growing property to discover more about Australian Merino wool. With Isetan Shinjuku also being a proud retail partner of the coveted International Woolmark Prize, it was only fitting that 2015 womenswear winner Marcia Patmos was in store to showcase her winning collection alongside 2015 International Woolmark Prize Asia finalist VMAJOR. Celebrated British menswear designer Jeremy Hackett also threw his support behind the Campaign, hosting a seminar for Isetan. o France – This year’s Wool Week France unleashed a multi-sensory feast for the eyes inside the iconic Palais de Tokyo in Paris as it opened its doors for a series of performances, workshops and displays promoting wool. Sports brand adidas had dancers high on energy as they exhibited wool as a high- performance and odour resistant fibre; Electrolux showcased that caring for wool is easy; tailors for Dormeuil displayed the superb drape, exquisite tailoring and natural breathability of Merino wool; and blanket manufacturer Brun de Vian-Tiran highlighted wool’s benefits that enhance a good night’s sleep. o China – Major Chinese brands showcased their best wool fashion for the autumn retail season, with 13 brands proudly supporting the Campaign for Wool, including Croquis, Depot 3, Eachway, Icicle, JNBY, jnby by JNBY, Mark Fairwhale, Masfer.Su, Tina Gia, Upper, White Collar and Yousoku. Fashion-savvy shoppers could also enjoy pop-up stores, special events and product giveaways and were treated to a special wool event with celebrity stylist/model Li Ai. Adding a unique twist to the Campaign, Wool Week China collaborated with China’s largest jazz festival, the JZ Festival. With world-class musicians and Grammy award winners including Joss Stone, Victor Wooten, Lu Guang Zhong and Shunza amongst the line- up, more than 40,000 people experienced China’s best wool fashion as they listened to the sounds of the world’s best jazz bands. REPORT OF 2015/16 OPERATIONS – MARKETING 37
AWI Annual Report 2014-15
AWI Annual Report 2016-17