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Wool Stocktake : AWI Annual Report 2017-18
• AWI joined forces with leading Japanese design label FACETASM for collections this year. The collaboration saw AWI work closely with FACETASM's design team, showcasing to them The Wool Lab sourcing guide so that the designers can draw on the most innovative wool fabrics and yarns for their collections. To gain first-hand experience of the process of growing wool, FACETASM founder and designer Hiromichi Ochiai travelled to Australia in November 2017 and visited wool- growing properties 'Wannawong' and 'Kalenea Poll Merino' in Victoria. • Nano Universe, one of the largest Japanese retail brands, ran a large-scale knitwear campaign in collaboration with AWI. Nano Universe is one of the major multibrand retailers in Japan selling quality casualwear to young women and men. The company has strong sales growth in its 64 shops across Japan and its online store. The company’s latest knitwear promotion ran from October to December 2017, to raise awareness and increase sales of Australian Merino wool products, specifically within the men's 18-30 segment. • With more than 40,000 yoga enthusiasts descending on Asia’s biggest yoga festival, Yogafest in Japan, AWI partnered with fitness brand [sn]super.natural to highlight the suitability of Australian Merino wool to the exercise of yoga. Merino wool garments are ideal for stretch-related activities such as yoga, and as Merino wool fibres are so fine, they feel luxuriously soft next to the skin. AWI also supported [sn]super.natural at the Organic Life yoga festival held in Tokyo during three days in April. • Merino wool was promoted as the ultimate luxury fibre to Japanese consumers at one of the country’s biggest fashion events, with AWI a main sponsor of Ginza Fashion Week in October 2017. The initiative was undertaken under the banner Luxury Merino Wool X Ginza Fashion Week, with three of Japan’s leading department stores – Matsuya Ginza, Ginza Mitsukoshi, WAKO – and shopping complex Tokyu Plaza Ginza with the support of publisher Hearst Fujingaho. More than one million shoppers experienced the Merino wool campaign across the four department stores, with more than 50 brands participating and featuring unique point-of-sale collateral. More than one million Japanese shoppers experienced a recent AWI-supported Merino wool campaign across four department stores in Tokyo. A major retail marketing award has been won by AWI in India for its ‘Grown in Australia, Made in India’ campaign that highlights the farm-to-fashion journey. • AWI won this year’s ‘Retail Marketing Campaign of the Year’ category at the Global Awards for Retail Excellence for its Grown in Australia, Made in India campaign. The award was presented at the Asia Retail Congress in Mumbai in February by ET Now, part of India’s leading business media group. The campaign champions both the woolgrowers of Australia and also honours India’s traditional, artisanal craftsmanship – all with the aim of increasing consumption of Australian Merino wool products made in India. Print advertisements for the campaign were rolled out from September to December 2017 in leading magazines, such as Vogue India and GQ India. Billboards were run for 10 days in December in 15 major cities of India, with an estimated 51⁄2 million people seeing them each day. The campaign video was shown in 55 cinemas, with 368,000 watching it during 15 days of screening; and the video also aired on TV for 12 days in November during some of the most popular shows in India. • AWI formed a collaboration with Tata CLiQ Luxury, a leading luxury ecommerce platform in India, to help build demand for Merino wool amongst premium Indian consumers. As part of the collaboration, Tata CLiQ Luxury launched The Shawl Project, which showcases the revival of one of India’s most valued textile traditions, the shawl. • To help educate young audiences in Korea about Merino wool’s benefits and increase demand for the fibre, AWI partnered with a leading Korean contemporary online brand, Andersson Bell. For the company’s Autumn/Winter collection, AWI helped the company sell 16 Merino styles (coats, jackets, knitwear) for men and women, comprising 16,000 items, through the Andersson Bell website and two major online fashion malls. • The interest in Australian Merino wool in the Middle East was boosted with a promotion of the fibre by AWI at a key retail forum in Dubai, the Middle East Retail Forum, attended by leading retail executives from the region. • Iconic fashion designer Raf Simons launched a 100% Merino wool sweater with the words ‘I Love Tokyo’ emblazoned in Japanese on the front as an ode to his love of the Japanese capital. Made from luxurious Merino wool yarn spun in Italy by Manifattura Sesia, the Woolmark-certified oversized sweater was launched in November 2017 at the prestigious Dover Street Market in Ginza, Tokyo, with Raf Simons present. REPORT OF 2017/18 OPERATIONS – MARKETING 15
AWI Annual Report 2016-17