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Wool Stocktake : AWI Annual Report 2016-17
CONSUMER EDUCATION INVESTMENT FOCUS Retail Training Packages Development of retail training programs across a diversity of brands with a specific focus on womenswear, menswear and sportswear brands for global delivery. Train the Trainer Development of train-the-trainer programs for greater and more efficient execution. STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2016/17 1. Operating under a fixed budget, maximise opportunities for retail stores and consumers more broadly to access educational material on wool and its benefits. On track. KEY RESULTS DURING 2016/17 • AWI continued to hold its successful Wool Appreciation Courses in Australia and overseas, offering insights into the production pipeline of Merino wool apparel – from fibre to garment. It also details the unique benefits, performance and fabric attributes of wool and wool products. Delivered by AWI’s technical experts to brands, designers, manufacturers and students, the courses can be tailor-made for individual companies and educational institutions, to provide simple and practical explanations of wool processing. The conversion of the Wool Appreciation Course to an e-learning platform is now under way, and the creation of a Wool Appreciation ‘Sports’ course is also under way. • Training of retail decision makers, such as a company’s buyers, merchandisers, designers and technologists, was undertaken, focusing on providing them with a ‘toolkit’ that both stimulates interest and builds their confidence to invest in wool product lines. It enables them to take full advantage of wool’s technical and aesthetic properties. • Retail workshops were held to help educate sales staff in several locations across the world about the natural properties and benefits of wool, so they can advise consumers more appropriately. Retail store managers were also trained, who in turn train their own staff. AWI this year developed and completed a new retail training pocket book and copies have been delivered to each region. • The focus has been on large international retailers such as ECI (Spain), Max Mara (Italy), Armani (Italy). Educational sessions were undertaken during international store manager meetings for these three companies. Retailer training sessions have been using new training materials, and there has been an incredibly positive response from the companies about the educational activities. More than 25,000 store managers and floor staff of these three brands have been directly educated about wool’s benefits, ready to transfer the know-how to thousands of consumers. Training to Max Mara incorporated training on their e-learning platform. A pilot e-learning platform (with educational videos) is under development by AWI to assist with cost- effective and efficient training to all target brands. • An inaugural retailer study tour was held in April 2017. Prominent international brands Max Mara, Prada and Burberry participated. A delegation of five attended the tour and included retail staff training managers and well as raw material sourcing managers. The purpose of the trip was to educate the participants on the source of Merino wool and give them first experience with the fibre and woolgrowers. Not only was this tour a success, but additional projects are now under way with each brand in relation to wool education and product development. A delegation from prominent international brands at AWI Chairman Wal Merriman’s wool-growing property, on the inaugural retailer study tour – held to educate the participants about the source of Merino wool. Pictured left to right are Alessandro Acciari (Prada), Lorenzo Minutelli (Max Mara), Adrien Forray (Burberry), Valentina Bertani (Max Mara), Stafano Barbetti (Prada), Wal Merriman and AWI Country Manager for Italy, Francesco Magri. REPORT OF 2016/17 OPERATIONS – PROCESSING INNOVATION & EDUCATION EXTENSION 47
AWI Annual Report 2015-16