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Wool Stocktake : AWI Annual Report 2016-17
• Wool Weeks were held in four key consumer markets across the world to help promote wool as an alternative to synthetic fibres and increase sales of wool product. Highlights of countries that created their own program of Wool Week activities during their autumn/winter retail seasons included: o Australia: Retailers threw their support behind Australia’s seventh annual Wool Week, held in May 2017, with many having in-store events, window installations and online promotions. The campaign was joined for the second year running by shopping centre giant Westfield which aligned its own Winter 2017 fashion campaign with Wool Week to champion the natural fibre. Winter apparel from more than 30 retailers, all available to buy at Westfield shopping centres, were featured in the Westfield campaign including Wool Week partners: Bianca Spender, Country Road, Jeanswest, Kookai, M.J . Bale, R.M .Williams, Rodd & Gunn, Saba, Sportscraft, Cue and Trenery. o United Kingdom: The global Campaign for Wool marked its seventh successful year in the UK with its annual Wool Week held in October. More than 50 high street retailers, tailors and brands celebrated Wool Week through their Autumn collections, store displays and online channels. Promotional events and activities that took place during Wool Week in the UK included the launch of the first ever ‘Wool BnB’, where everything from interiors to fashion was made of wool. Other activities included the wool-takeover of Bicester Village, a luxury village-style shopping area near London; Europe’s leading design destination Design Centre Chelsea Harbour showcased wool; and the first Campaign for Wool Hand Knitting Competition was held for students choosing a design and knit pathway at top UK universities. o Japan: More than 60 high-end brands came together in the name of wool, celebrating Wool Week in Japan. Iconic department store Isetan was the main hub of activity, with its Shinjuku store strategically placing quirky wool-themed installations and point-of-sale displays throughout the seven floors of its two buildings. Mitsukoshi Ginza store, one of the oldest and most revered department stores in Japan, also hosted dedicated wool corners and installations, with visitors having a chance to experience life on an Australian farm thanks to ‘virtual reality’ headsets. o Germany: As part of the Campaign for Wool, customers visiting the popular Ludwig Beck department store in the heart of Munich during October 2016 were treated to a ‘farm to fashion’ wool showcase – from a ‘virtual reality’ tour of an Australian sheep farm, to viewing a full variety of Merino wool apparel sold at the premium retailer. Not only promoting the Campaign for Wool, the month-long celebration also saw the launch of the new ‘Ludwig Beck Munich collection’. This 10-piece knitwear collection, comprising v-neck, turtleneck and crew neck pullovers, a short- sleeve shirt and cardigans, is made from extrafine Australian Merino wool and is available in 12 different colours. This Giant Sheep installation was one of many initiatives on show at retail giant Westfield Bondi Junction during Wool Week in Australia. In the UK, the Campaign for Wool opened the first ever ‘Wool BnB’, where everything in the promotional event – from interiors to fashion – was made of wool. During Wool Week in Germany, real samples of Merino wool were on display at the Ludwig Beck department store, surrounded by wool apparel to purchase. • In September 2016 at the UK’s inaugural Wool Conference, the Campaign for Wool and the International Wool Textile Organisation presided over the signing of The Dumfries House Wool Declaration, witnessed by HRH The Prince of Wales, Patron of The Campaign for Wool. The “Custodians of The Wool Industry” declaration was created to ensure that key players from shepherds to shop owners commit to protect the environment and uphold the best possible practices for sheep welfare, commerce and industry. At the conference, The Prince of Wales, announced that he would give a further five-year commitment as Patron to the Campaign for Wool. REPORT OF 2016/17 OPERATIONS – MARKETING 21
AWI Annual Report 2015-16