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Wool Stocktake : AWI Annual Report 2017-18
The 17-metre main window of Ludwig Beck in central Munich received a wool makeover to catch the eye of passers-by. • Iconic German retailer Ludwig Beck collaborated with AWI, to unveil a Merino wool knitwear collection. Crafted from luxurious Biella Yarn by Südwolle and knitted by Woolmark licensee Samtex, the knitwear is luxuriously soft next to skin and offers premium quality and comfort. The retailer’s Munich store received a wool makeover, with a 17- metre window display, as well as unique point-of- sale materials and an audio-visual show in-store promoting the farm to fashion journey. • Highlighting wool as a natural fibre, AWI collaborated with high-end department store De Bijenkorf in The Netherlands. For two weeks, seven stores – Amsterdam, The Hague, Rotterdam, Eindhoven, Maastricht, Amstelveen and Utrecht – displayed wool-themed window installations and in- store point of sale collateral. Importantly, high- profile fashion brands such as adidas, Max Mara, Tommy Hilfiger and International Woolmark Prize winner Gabriela Hearst had their latest wool fashions available to buy. • AWI collaborated with Dutch men's fashion brand Joe Merino to help market its new Merino wool T- shirts and promote Merino wool as the perfect go-to in summer. The Joe T is breathable, feels soft and luxuriously gentle next to the skin, has a natural elasticity, and is odour resistant. The T-shirt is circular knitted from Südwolle yarns, is machine washable and available in 14 colours. • Showcasing wool as a fibre for all seasons, AWI partnered with one of the hottest French fashion labels, Jacquemus, for Spring/Summer 2018 and Autumn/Winter 2018/19. Jacquemus’ strong positioning as a young, edgy and contemporary French brand aligns with AWI’s desire to position wool as an innovative and premium fashion fibre. The collaboration reinforces the trans-seasonal properties of lightweight Merino wool. • AWI partnered with the innovative young KOCHÉ brand from France for two seasons with the aim to extend the reach of wool to the Y-generation and Millennials who follow the flourishing brand. The initiative is also helping promote Merino wool as the luxurious and technical fabric of choice for a young and innovative generation of French designers. • The second edition of the Vogue Fashion Festival in Paris took place in November 2017, and included a panel discussion titled ‘Natural Fabrics, the future of fashion’ in which AWI participated to promote the natural benefits of wool. • During Berlin Fashion Week in January, AWI hosted a seminar titled ‘Let’s Talk About Wool’, attended by about 100 fashion industry representatives who discussed the benefits of wool for their respective markets. • During Stockholm Fashion Week in January, AWI hosted a seminar on sustainable fashion, in collaboration with the Association of Swedish Fashion Brands. The seminar was well-attended and provided opportunity to initiate contact with brands. • Always on the look-out for interesting venues to launch its collections, British fashion brand Band of Outsiders launched its Spring/Summer 2018 collection at a comedy show in central London. A highlight of the show was the feature of Wool Denim styles, designed in collaboration with AWI. The brand’s follow-up Autumn/Winter collection was unveiled at an outdoor London ice-rink. • The Duchess of Cambridge, Kate Middleton – one of the UK’s most influential female style icons – hosted at Buckingham Palace in February an initiative called the Commonwealth Fashion Exchange which highlighted the sustainability and artisanal fashion skills within the fashion industries of Commonwealth countries. The initiative, run by sustainability agency Eco-Age and supported by AWI, helped showcase wool as a natural, renewable and biodegradable fibre. • A new short film produced by Eco-Age with support from AWI celebrates the source of Merino wool and the woolgrowers who produce it. It was released by global sustainability champion Livia Firth and her team at Eco-Age on 22 April, to coincide with Earth Day. The film has featured at premier events and on global news platforms such as Vogue USA, and been highlighted on panel discussions in New York, London and Milan. Woolgrower Matt Dunbabin on his property ‘Bangor’, which features in the new film by Eco-Age that demonstrates the eco-credentials of wool. 12 REPORT OF 2017/18 OPERATIONS – MARKETING
AWI Annual Report 2016-17