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Wool Stocktake : AWI Annual Report 2016-17
SPORTSWEAR STRATEGY EXPENDITURE DURING 2016/17 $2,438,000 project expenditure INVESTMENT FOCUS Consumer Focus Through co-marketing and endorsement with key global influencers in the form of commercial partners, celebrities, successful teams and authoritative sports entities, AWI will define and create co-marketing opportunities to showcase Australian Merino wool and its diverse benefits in high energy sports. Communication Channels Our marketing activity, combined with this type of partnership, will necessitate engagement using the widest variety of communication channels. Specifically advertising, PR/editorial, events, online, social and instore. In most cases these channels will consist of both AWI and partner opportunities. Partner Engagement Collaborating with genuine “Run” sports brands/retailers, AWI will focus on “high intensity” activities where wool is put to test with potential partners such as Nike, Adidas, Ashmei, Asics, Rapha, Pearl Izumi. Our key “Outdoor” sportswear partners include Adidas, HellyHansen, Musto, The North Face, Cutter & Buck, Fjallraven, Millet, and Nike. In the emerging “Athleisure” area our key partners would range from premium fashion entrants like Zegna/Zegna Sport, Burberry; volume sport/leisure brands such as Adidas, Lacoste; through “Commuter” Apparel brands like Rapha and Yoga brands like Lululemon. Partnerships with other fibre manufacturers will be explored. STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2016/17 1. 20 new partners working with AWI. On target. 2. 2 million kgs new demand for Australian wool over this Strategic period. On target. KEY RESULTS DURING 2016/17 • At sports and outdoor trade shows attended by AWI, including ISPO in Munich and Outdoor Retailer in Salt Lake City, AWI continued to promote wool’s presence in the sports and outdoor market, collaborating with leading apparel manufacturers and brands. The number of products incorporating Merino wool across a variety of sports of varying intensity levels continues to increase at these shows. A majority of the world’s leading outdoor brands now incorporate Merino wool innovations in their collections – and brands’ designers and developers have continually sought AWI’s advice and assistance in incorporating or extending their product ranges with Merino wool. • Optim fabric was promoted by AWI and has been incorporated by major sports/outdoor brands (eg Devold and Ibex) into their new collections. The fabric is constructed at very high levels of thread density in warp and weft using fine Merino wool yarns. After optimising the spinning, weaving and finishing processes, the fabrics have enhanced water and wind resistant properties (while retaining all Merino wool’s fine properties such as breathability) and are also machine washable, without any chemical treatments. The fabric was developed by the Wool Development Centre (WDC) which was set up in Shandong Provence, China, in 2013 by AWI along with one of China’s leading woollen textile enterprises, The Nanshan Group. The fabric was used in the Woolmark Optim WR jacket that was sold at a discount price to Australian wool levy payers this year so they could experience the benefits of Merino wool in an innovative way. Norwegian outdoor brand and Woolmark licensee Devold won a 2017 ISPO award for its Trollkyrkja jacket made from 100% Merino wool Optim fabric. 16 REPORT OF 2016/17 OPERATIONS – MARKETING
AWI Annual Report 2015-16