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Wool Stocktake : AWI Annual Report 2016-17
MARKETING OBJECTIVE To help increase demand for Australian wool. OUTCOMES • New and sustainable demand for Australian wool. • Australian Merino wool positioned as the premium fibre for luxury apparel and sportswear. • Enhanced consumer awareness of the benefits of Australian wool as a fibre of choice in apparel wear. • AWI/The Woolmark Company is a well-respected and sought-after co-marketing partner with brands and retailers. STRATEGIES FASHION Develop and implement co-marketing campaigns in Fashion, targeting Menswear and Womenswear that builds demand in key consumer markets for fashion apparel where the ingredient is Australian Merino wool. Support this program with AWI marketing services that help deliver value to partner brands, maximise AWI cost-efficiency and maintain a cutting edge digital infrastructure. PROGRAMS: • Menswear • Womenswear SPORTSWEAR Take advantage of the explosive growth in demand for sportswear and activewear, and in particular the opportunity for wool as a technical fibre to meet increasingly demanding consumer needs for comfort and performance. We will target running, outdoor activities and the emerging ‘athleisure’ markets and work with major brands to introduce wool to new categories of demand. GLOBAL CAMPAIGNS Implement global campaigns, utilising all consumer- relevant communications channels and tools, in the apparel market. These will consist of the International Woolmark Prize and the Campaign for Wool and we will continue to build on the past success of these programs. PROGRAMS: • International Woolmark Prize • The Campaign for Wool 10 REPORT OF 2016/17 OPERATIONS – MARKETING
AWI Annual Report 2015-16