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Wool Stocktake : AWI Annual Report 2016-17
During the northern hemisphere winter 2016/17 season, leading UK retailer and Woolmark licensee Marks & Spencer stocked more than three million wool products. • As the largest UK retailer of wool products, Marks & Spencer is a key brand with which AWI works collaboratively to help promote wool products. This continued during the 2016/17 northern hemisphere autumn/winter season, with M&S introducing a new marketing campaign in October titled ‘The New Wool Edit’, across print, digital and social media platforms. The campaign was run in 70 M&S stores across the UK at almost no cost to AWI other than both product and Woolmark ticket and labelling advice, with the Woolmark logo front and centre in its store windows and across its stores. • AWI partnered with renowned fashion designer Raf Simons, with Australian Merino wool looks sent down the runway at his Autumn/Winter 2017 show during New York Fashion Week Men’s in February. Simons is one of the world’s most celebrated fashion designers, with Vogue citing him as “the most exciting, the most innovative and ultimately the most important designer working in menswear today”. By aligning the Woolmark brand with one of the world’s most respected designers, AWI continues to elevate the Woolmark brand’s positioning in the luxury market. • AWI helped support the marketing of outerwear by Woolrich John Rich & Bros that uses Loro Piana’s 100% Merino wool Storm System® fabric. Storm System® consists of a double barrier: the water- repellent Rain System®, and the exclusive hydrophilic membrane that is resistant to water, windproof and allows the skin to breathe. With support from AWI, Woolrich John Rich & Bros undertook an advertising campaign in high-profile magazines, a digital campaign and dedicated store windows to promote this product across the world. • Z Zegna unveiled its TECHMERINOTM Spring/Summer 2018 collection, in collaboration with AWI, at the Pitti Uomo trade show in Florence in June. TECHMERINOTM is a fusion of the best attributes of Merino wool with the most sophisticated wool processing and finishing techniques. The result is a breathable waterproof fabric that adapts to the ambient temperature and is quick drying. The collection will be available globally from February 2018 during which the shop windows of 120 Zegna flagship stores will be set up to highlight the exclusive features of Merino wool. • A three-day media tour to some of the finest mills of Biella in Italy, by Dutch suiting brand Suitsupply and supported by AWI, highlighted wool as the ultimate ingredient for premium apparel. The tour was supported by AWI to increase the media’s appreciation of Australian Merino wool and help increase consumer demand for the fibre. Media from GQ Korea and GQ USA, Esquire, Men’s Health and New York Observer were just a handful of those in attendance, each treated to a behind-the- scenes look at Vitale Barberis Canonico and Reda. • AWI and leading Italian childrenswear brand Il Gufo continued their healthy partnership that started in 2012. Il Gufo’s Autumn/Winter 2016/17 knitwear collection comprised more than 50 garments (jumpers, dresses and cardigans), 70% of which are made with a 100% Merino extra fine yarn, produced by top Biella-based company LANECARDATE. The common goal of AWI and Il Gufo is to raise awareness of the use of Merino wool as the fibre of choice for children and babies. • Laundry appliance manufacturer AEG launched a call to action for consumers to learn how to care for wool garments and change the misconception that these garments cannot be washed and dried in a machine. Part of the Electrolux Group, AEG is also spreading the word on more sustainable clothing care habits through its Care Label Project, along with key partners from the fashion industry, including AWI. • Max Mara and AWI together developed an innovative Wool Denim line for Max Mara’s wool- rich Autumn/Winter 2017 collection, celebrating the unique qualities of Australian Merino wool. Max Mara has utilised innovative 100% Wool Denim fabrics that replicate the look and style of traditional denim – retaining the traditional 3/1 weave – but have added benefits thanks to the natural qualities of Merino wool, including increased softness, warmth and resistance to wrinkles. AWI this year elevated its relationship with leading Italian fashion business Max Mara. Pictured are AWI consultant Fabrizio Servente with Max Mara Fashion Director Laura Lusuardi and Chairman Ignazio Maramotti. 12 REPORT OF 2016/17 OPERATIONS – MARKETING
AWI Annual Report 2015-16