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Wool Stocktake : AWI Annual Report 2015-16
A design of London-based label Teatum Jones that won the 2015/16 International Woolmark Prize womenswear final during New York fashion Week in February. PHOTO: Billy Farrell Agency. tailoring with elements of the designer’s national dress. The menswear final was held at the prestigious Pitti Uomo menswear trade show in Florence during January 2016. The menswear final achieved more than $6.1 million PR coverage in one month. The winner has the opportunity to be stocked in the most important retailers around the globe. These include Isetan Mitsukoshi (Japan), David Jones (Australia), Saks Fifth Avenue (New York) and Boon The Shop (South Korea). • British label Teatum Jones was chosen as the winner of the 2015/16 International Woolmark Prize for womenswear during a special event as part of New York Fashion Week in February 2016. Their Merino wool capsule collection featured geometric foil prints and hand embroideries on skirts and jackets. The womenswear final achieved more than $4.9 million PR coverage in one month. The winner has the opportunity to be stocked in the most important retailers around the globe, including MyTheresa.com (online), David Jones (Australia), Harvey Nichols (UK), Boutique 1 (UAE), Isetan Mitsukoshi (Japan), Saks Fifth Avenue (USA), Verso (Belgium) and Boon the Shop (South Korea). • At the trade level, the competition in 2015/16 attracted a high calibre of supporters from nominating bodies including the British Fashion Council and the Council of Fashion Designers of America, as well as retailers. The Trade Partnership Program, introduced in 2014/15, continued in 2015/16 to connect promising designers with the best spinners and weavers specialising in wool. • At the jury level, there is the engagement with an alumnus of the world’s leading influencers of fashion, such as International Editor of Vogue, Suzy Menkes; and founder, CEO and Editor-in-Chief of Business of Fashion, Imran Amed – who were judges in 2015/16 – and who donate their time at no cost and all of whom not only have a shared and stated interest in the development of new talent and new markets, but also help attract enormous media attention worldwide to expose the innovative nature and versatility of Australian wool. • The International Woolmark Prize imbues the participating designers with a long-term knowledge and love of wool that continues throughout their professional lives, as shown in some their latest collections on show at fashion weeks across the world. For example: o Since winning the 2013/14 final, designer Rahul Mishra has launched numerous collections showcasing Australian Merino wool, including in his latest collection, for fall/winter 2016/17, presented at Paris Fashion Week in January. o Melbourne label STRATEAS CARLUCCI, which won both the menswear and womenswear Australian regional finals for 2014/15, presented its fall/winter 2016/17 collection – featuring Woolmark-certified pieces – at Paris Fashion Week in January. o Wool was again on show in Dion Lee’s fall/winter 2016/17 collection at New York Fashion Week in February. Dion won the Australian regional final of the International Woolmark Prize to represent the country in the 2012/13 final. Other projects • AWI engaged a professional media monitoring service so that the company could review and track that it was achieving the optimal level and targeting for its PR activities. Total editorial value for 2015/16 was $37.5 million. 2014/15 womenswear winner Marcia Patmos (second from right) from the USA with three farming generations at ‘Ahgunyah’ in NSW during a visit to Australia to launch her winning collection at David Jones. REPORT OF 2015/16 OPERATIONS – MARKETING 39
AWI Annual Report 2014-15
AWI Annual Report 2016-17