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Wool Stocktake : AWI Annual Report 2016-17
• The International Woolmark Prize imbues the participating designers with a long-term knowledge and love of wool that continues throughout their professional lives, as shown in some their latest collections on show at fashion weeks across the world. For example: o British label Teatum Jones, which won the womenswear award at the 2015/16 final, presented its autumn/winter 2017/18 collection, which breaths freshness into knitwear, at London Fashion Week in February 2017. o In her first show, at New York Fashion Week in February 2017, since winning the womenswear award at the 2016/17 International Woolmark Prize, Gabriela Hearst further explored some of the ideas laid out in her winning collection. o Wool was again on show in Dion Lee’s Autumn/Winter 2016/17 collection at New York Fashion Week in February 2017, and again here in Australia at Mercedes-Benz Fashion Week in May 2017. Dion won the Australian regional final of the International Woolmark Prize to represent the country in the 2012/13 final. Rob Jones and Catherine Teatum of the 2015/16 International Woolmark Prize winning label Teatum Jones with woolgrower Chris Clonan at ‘Alfoxton’ in Armidale, during their visit to Australia in October 2016 to launch their prize-winning collection at David Jones. THE CAMPAIGN FOR WOOL INVESTMENT FOCUS Events and Leverage Run high impact events each year in key consumption countries. Consumer Focus Emphasis on younger demographic and education. ‘World Wide Wool’ Current Wool Week format change from physical (labour intensive and large financial input) to predominantly virtual via social/digital media. Global Key Accounts Retailer activation (Instagram competitions, etc). STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2016/17 1. Additional 1.0 million kgs of new demand. In progress. A review of AWI’s investment in the Campaign for Wool (CFW) program was initiated during the year to reassess the Strategic Plan target to ensure a clear benefit/return on investment to Australian woolgrowers. AWI-owned CFW activity in this strategic period has shifted from the previous pre-assigned budget and the expectation for regions to roll out Wool Weeks, to the current process of Country Managers/Project Managers applying for funding via AWI’s internal ‘contestable funds’ process. This in turn, means that Country Managers/Project Managers now have a choice to determine whether an intended project/activity should come under CFW or not. KEY RESULTS DURING 2016/17 • Now in its seventh year, The Campaign for Wool continues to drive a new demand for wool on an international scale. The global initiative encourages manufacturers, retailers and designers of apparel and interiors products to live naturally and choose wool, and in turn educate consumers about the fibre’s unique, natural, renewable and biodegradable benefits. • An important part of the Campaign for Wool is the promotion of wool of all microns, including of a broader micron and crossbred wool. The campaign therefore continues to promote wool for the interior textiles sector – including bedding, carpets and furnishing – as well as the apparel sector. • Digital channels and social media are an important medium through which to market the Campaign messages to consumers. AWI (through The Woolmark Company’s digital channels) amplifies the Campaign’s own digital messaging to an even larger audience. 20 REPORT OF 2016/17 OPERATIONS – MARKETING
AWI Annual Report 2015-16