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Wool Stocktake : AWI Annual Report 2016-17
Japanese menswear label Attachment released a 24- piece Merino wool collection, also available online. • AWI partnered with Japanese menswear label Attachment to create a wool collection on sale throughout Attachment’s stores and stockists across Japan, and online shop. Attachment’s capsule collection comprised 24 pieces in a variety of colours, including thick wool melton coats, a specialty of the label, as well as wool flannel pants and knitwear, all showcasing the beautiful texture of Merino wool. • In partnership with GQ Japan, AWI visited the studios of six renowned Japanese menswear designers as part of a web series titled ‘Wool and Japanese Designers’. The six-part series interviewed each of the leading fashion designers, with GQ Japan’s website hosting a different interview each month. The exclusive interviews, conducted by GQ Japan editor-in-chief Masafumi Suzuki, highlighted the designers’ passion for wool and how wool is incorporated into their designs. • Nano Universe, one of the largest Japanese retailer brands, ran a large-scale men’s knitwear campaign in collaboration with AWI. Taking place throughout 50 stores across Japan during September and October, the campaign focused on Woolmark- certified, 100% Australian Merino wool items of 16.2 micron. 21,000 pieces were for sale, available in four styles and six colours. Famed Japanese actor Tori Matsuzaka fronted the campaign, driving the message of luxury and comfort. • During February, a group of nine representatives from Japanese retailers Aoyama, Aoki, Haruyama, Konaka and Futata received a whole-of-pipeline education about the Australian wool industry and the virtues of the fibre. This annual education program has been led by the All Japan SiroSet Processors Cooperative Association for the past 16 years. The SiroSet process, which was developed by CSIRO in the late 1950s and is still widely used in the industry, enables the permanent creasing and pleating of wool fabrics. Australia • AWI continued its relationship with International Woolmark Prize alumni designer Dion Lee, supporting the development of his latest line by providing supply chain and sourcing assistance for production channels. Crafted from 100% Australian Merino wool, the womenswear capsule collection comprised the architectural qualities for which Dion Lee’s brand is well known. Offering a modern wardrobe for the professional woman, the new line took traditional tailoring of Merino wool to the next level. • Using Merino wool for the first time, Bondi fashion brand Ten Pieces showcased its fifth instalment of wardrobe essentials at Mercedes-Benz Fashion Week Australia in Sydney in May. Collaborating with AWI, the design duo created a Merino wool jersey collection with knitted Cashwool® pieces. Through working with AWI, Ten Pieces connected with one of the world’s most important spinners, Zegna Baruffa Lane Borgosesia. • To help educate a new generation of Australian consumers about the benefits of wearing Merino wool in summer, AWI created a 20-page notebook for its key suit suppliers in Australia explaining why wool is the ultimate fibre for warmer climates. As well as highlighting the benefits of wearing wool, this point-of-sale collateral is also full of helpful tips such as how to clean a wool suit and how to look good while travelling. • Country Road’s Winter 2017 collection featured garments crafted with Woolmark-certified Australian Merino wool. The brand’s campaign leveraged the farm to fashion story by highlighting three of the many people who work to produce wool: a woolgrower, a shepherd and a shearer. The provenance of Australian wool continuing to be of great relevance to many brands, retailers and consumers. • High profile Channel 7 sports presenter Hamish McLachlan featured in a Fibre of Football video produced in-house by AWI. The video aired on the Channel 7 Game Day program hosted by Hamish and joins a long line of Fibre of Football videos that have been seen on Channel 7. Similar background videos featuring AFL champions Nat Fyfe, Luke Breust and Bernie Vince have all been shown on Channel 7. Meanwhile, AWI’s Fibre of Football campaign enjoyed another stellar year with sales of men’s and women’s woollen jumpers, scarves, beanies and gloves exceeding expectations. Hamish McLachlan and father Angus on the family farm at Mount Pleasant, South Australia, featured in a Fibre of Football video produced by AWI. 14 REPORT OF 2016/17 OPERATIONS – MARKETING
AWI Annual Report 2015-16