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Wool Stocktake : AWI Annual Report 2016-17
FASHION STRATEGY EXPENDITURE DURING 2016/17 $7,255,000 project expenditure MENSWEAR AND WOMENSWEAR INVESTMENT FOCUS Co-branded Partnerships It is important to promote Merino wool through the most renowned and credible brands. The selection of these partners is done in order to have only the most suitable in terms of positioning, broader market influence and sales volume. Co-branded partnerships would include advertising featuring the Woolmark logo or other AWI assets, in-store activations and a global PR and digital campaign supported by both the partner brand and The Woolmark Company. TWC-originated Projects Projects which are initiated and originated through our internal network will aim to drive brand awareness, inform and educate the consumer by highlighting a consistent and globally recognisable image for the company, reinforcing the benefits of wool and highlighting the fibre's environmental benefits in a world which is being consumed by fast fashion. Brand Positioning Projects undertaken purely to raise the profile of wool and the Woolmark brand will be undertaken in key regions to ensure the messaging is reaching target audiences from trade through to consumers. As the global authority on wool, The Woolmark Company’s presence at industry events such as trade fairs and fashion events is essential for networking purposes and to reinforce brand credibility. MENSWEAR STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2016/17 1. 2.5 million kgs of new demand over this strategic period. On target. 2. 6 new global partnerships. On target. WOMENSWEAR STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2016/17 1. 2.0 million kgs of new demand over this strategic period. On target. 2. 6 new global partnerships. On target. KEY RESULTS DURING 2016/17 Western hemisphere • AWI partnered with Tommy Hilfiger for its latest THFLEX campaign as part of the high-end brand’s Tailored Collection for Spring/Summer 2017 – with tennis ace Rafael Nadal as the face of the collection. The campaign took suiting to innovative new heights, unveiling three lightweight, high- performance, Woolmark-certified suits crafted from Australian wool. Tommy Hilfiger is one of the world’s most recognised premium designer lifestyle groups, with an extensive distribution network in more than 115 countries and more than 1,600 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. • Leading American fashion designer Jason Wu presented lightweight Merino wool in his collection at New York Fashion Week Spring/Summer 2017. Wu’s collection of wool pieces not only demonstrated his innate ability to dress a woman, but more importantly highlighted the trans-seasonal properties of Merino wool in luxury fashion. Wu’s collection marks a close relationship with AWI, which started when he presented his unique take on wool for his Autumn/Winter 2016 collection. Tennis ace Rafael Nadal was the face of Tommy Hilfiger’s lightweight wool suit campaign with AWI. REPORT OF 2016/17 OPERATIONS – MARKETING 11
AWI Annual Report 2015-16