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Wool Stocktake : AWI Annual Report 2015-16
• AWI collaborated with Influential men’s fashion magazine GQ in three key consumer markets for Australian wool – the UK, China and India – to help promote the latest premium Merino wool apparel from some of the world’s leading menswear brands. o Britain: In an interesting transatlantic twist, the six-page Wool Britannia feature showcases some of the best wool fashion available from major US brands: Tom Ford, Tommy Hilfiger, Thom Browne, J Crew, Brooks Brothers and Ralph Lauren. British GQ has a readership of nearly 400,000 with the digital version having more than 9 million monthly page views. o China: AWI was one of the proud sponsors of this year’s GQ China Men of the Year Awards – including a showcase of Cool Wool garments, imagery and video – and which followed three months of advertorial in GQ China featuring models and celebrities. GQ China has a readership of nearly 800,000 with the digital version having more than 187 million monthly page views. o India: GQ India included a 6-page Q&A feature with leading Indian designers Rajesh Pratap Singh and Suket Dhir, each one explaining their personal journey with Merino wool and passion for the fibre. AWI also supported the GQ India Men of the Year event. GQ India has a readership of nearly 200,000 with the digital version having more than 4.5 million monthly page views. • AWI’s Woolmark Gold marketing platform continued to position Australian Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The premium Woolmark Gold brand represents recognition of outstanding achievement in the weaving and knitting of Australia’s finest micron wools. AWI has expanded its Woolmark Gold yarn and fabric partners. • AWI showcased the latest in luxury menswear tailoring at Shanghai Fashion Week in April 2016, collaborating with four Chinese menswear brands – TRANDS, Kevin Kelly, ICICLE and Beautyberry – all of which featured Woolmark Gold premium fabrics in their latest 2016 autumn/winter collections. • Since the establishment of a marketing partnership in 2012 between AWI and GS Home Shopping – Korea’s most popular online shopping destination – demand for the Korean company’s Merino wool products has increased by 25 to 30 per cent each year. In 2015 the retail giant sold more than 240,000 Woolmark and Woolmark Blend certified apparel items. • AWI held retail seminars – titled ‘Shawl Style’ – in the industry hub of Punjab in India to help connect its partners across manufacturing, merchandising and fashion – with the aim to increase the use of Australian Merino wool in the shawl industry, both domestically and internationally where they are well regarded as a sophisticated and comfortable style accessory. • The world’s largest trade show for interior textiles, Heimtextil, continues to grow, with reports from the 2016 show there is increasing momentum in demand for wool in this sector – which is good news for woolgrowers whose clip is broader micron and crossbred wool. Bringing together Woolmark licensees Jaspa Herington, Baur Vliesstoffe, Bönning + Sommer and DBCwool, the Wool Arena was co-hosted by AWI and the IWTO and showcased the latest innovations in wool bedding, carpets and furnishings. • Working with AWI, Jeanswest launched a new Woolmark-certified ‘Australian Wool Collection’ comprising women’s and men’s knitwear – and the fashion brand is highlighted the source of the fibre, Australian wool-growing properties, as the backdrop to its marketing campaign, in-store and online. AWI also collaborated with Jeanswest to offer wool training programs to Jeanswest team members that was passed on and reflected in their marketing to consumers. • AWI’s activities at the Sydney Royal Easter Show provided the opportunity for AWI to educate Sydney’s city folk on the importance of Australia’s wool industry and to help bridge the gap from sheep to shop. Education was a key focus at AWI’s exhibits – including the ever-popular shearing demonstrations – with staff providing information on the wool supply chain and AWI’s many marketing initiatives such as the Wool4School fashion design initiative. • Working alongside AWI, acclaimed fashion designer Jenny Kee released a new collection of jumpers, cardigans, scarves and beanies, made from 100 per cent Australian Merino wool, which references seminal works from her vintage knitwear, including the new Blinky Knit which is a modern adaption of the original koala knit famously worn by Princess Diana in 1982. • Through AWI’s Fibre of Football campaign, woolgrowers, shearers, agents and studmasters have continued to be been joined by top AFL players to celebrate the rich heritage connecting the Australian wool industry and Australian Football. The sales of more than 140 different lines of wool supporter gear available through AFL and club shops outstripped all expectations with many clubs having to re-order stock. • While AWI’s Fibre of Football campaign has been dedicated to Australian football and the AFL, supporters in the rival code of rugby league and the NRL also had the chance to buy some wool supporter gear of their own. Simple yet stylish, the Supporter Knit by ClubKnit was available for all 16 NRL clubs, as well as the 18 AFL clubs, in men’s and ladies’ styles. Geelong star Tom Hawkins was in Hamilton last year to officially open Sheepvention and be an advocate for AWI’s Fibre of Football campaign. Tom – seen here wearing a Rodd & Gunn wool jumper – is one of a growing list of AFL stars keen to remind people of the importance of wool-growing to Australia. 42 REPORT OF 2015/16 OPERATIONS – MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2016-17