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Wool Stocktake : AWI Annual Report 2017-18
FASHION STRATEGY EXPENDITURE DURING 2017/18 $10,019,000 project expenditure MENSWEAR AND WOMENSWEAR INVESTMENT FOCUS Co-branded Partnerships It is important to promote Merino wool through the most renowned and credible brands. The selection of these partners is done in order to have only the most suitable in terms of positioning, broader market influence and sales volume. Co-branded partnerships would include advertising featuring the Woolmark logo or other AWI assets, in-store activations and a global PR and digital campaign supported by both the partner brand and The Woolmark Company. The Woolmark Company-originated Projects Projects which are initiated and originated through our internal network will aim to drive brand awareness, inform and educate the consumer by highlighting a consistent and globally recognisable image for the company, reinforcing the benefits of wool and highlighting the fibre's environmental benefits in a world which is being consumed by fast fashion. Brand Positioning Projects undertaken purely to raise the profile of wool and the Woolmark brand will be undertaken in key regions to ensure the messaging is reaching target audiences from trade through to consumers. As the global authority on wool, The Woolmark Company’s presence at industry events such as trade fairs and fashion events is essential for networking purposes and to reinforce brand credibility. MENSWEAR STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2017/18 1. 2.5 million kgs of new demand over this strategic period. On target. 2. 6 new global partnerships. On target. WOMENSWEAR STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2017/18 1. 2.0 million kgs of new demand over this strategic period. On target. 2. 6 new global partnerships. On target. KEY RESULTS DURING 2017/18 WESTERN HEMISPHERE • The iconic gondoliers of Venice are once again wearing wool after the absence of almost a century, thanks to an initiative between AWI and the exclusive supplier of the Association of Venetian Gondoliers, Emilio Ceccato. The city’s 443 gondoliers are wearing the iconic blue and white stripe uniform, comprising a polo shirt made using 100% Merino wool fabric from Italian manufacturer Reda Active, a jersey made from 100% Merino wool yarn from Italian manufacturer Tollegno 1900, and a quilted vest from Tessuti Marzotto Fabrics with 100% Merino wool fabric and wool wadding. They are available to purchase from Emilio Ceccato. • AWI partnered with revolutionary omni-channel shopping platform Farfetch.com – a site that is taking the fashion industry by storm, with more than 17 million monthly views and more than nine million fashion-forward consumers. The data-driven marketing campaign targeted luxury consumers to drive demand for Merino wool. Held during Farfetch’s sustainability month, the collaboration included an editorial showcase titled Wonders of Wool, highlighting the wool-rich products of some of AWI’s most exciting fashion partners. A Venetian gondolier wearing 100% Merino wool. REPORT OF 2017/18 OPERATIONS – MARKETING 11
AWI Annual Report 2016-17