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Wool Stocktake : AWI Annual Report 2017-18
AUSTRALIA • For the second year, Westfield shopping centres partnered with AWI for its major winter retail campaign, placing wool front and centre of customers’ minds. The campaign celebrated the natural fibre and encouraged shoppers to incorporate Australian wool into their everyday life. Brands with wool products that featured in the Westfield campaign included Sportscraft, Country Road, Kookai, R.M . Williams, Gorman, Viktoria & Woods, Paul Smith, Stella McCartney, Ted Baker, Bianca Spender, Max Mara, UGG, Uniqlo, Humphrey Law, Kathmandu and Icebreaker. Westfield also took part in Wool Week (see page 23) • Australian fashion brand Sportscraft produced a stunning winter campaign with more than 150,000 items of wool clothing hitting its 246 stores and concessions and online. The campaign plays to the raw, textural qualities of wool and its connection to the Australian landscape, exploring the idea that wool is woven into the fabric of the land. • Country Road launched an Australian Traceable Merino Collection for Autumn/Winter 2018, which includes 29,000 traceable wool items across its men’s and women’s ranges. The wool used in these ranges can be traced back to 25 Australian farms. In addition to the Australian Traceable Merino Collection, Country Road retailed in store and online more than 180 woollen designs, ranging from apparel, accessories and home styles. • Australian lifestyle label P.E Nation – which has taken the world by storm in the short time since unveiling its first womenswear line – unveiled its first foray into menswear, including wool and wool- rich pieces, developed in partnership with AWI. The collection – comprising leggings, sweatpants, tank tops, T-shirts and shorts – using technical Merino wool and wool blend fabrics was available for purchase worldwide. • In a unique project that combines our national game, cricket, with our natural fibre, Australian woolgrowers were invited to donate some of their wool to help create the next batch of Baggy Green caps as part of AWI’s new Flock to Baggy Green project. The wool will be processed into woven fabric to be donated as finished cloth to Cricket Australia to be manufactured into Baggy Green caps by Kookaburra. Every woolgrower who donated will receive a sample of the finished fabric as a keepsake. More than 400 woolgrowers have donated in excess of 500kg of wool to AWI’s Flock to Baggy Green project – a joint project with Cricket Australia and Kookaburra. • AWI and the Australian Rugby Union (ARU) joined forces to promote the strong heritage and natural connection between Australian wool-growing and rugby union. Wallabies wool scarves made from 100% Australian wool were made available to purchase. GRAPHIC DESIGN, VIDEO PRODUCTION AND IMAGERY • AWI has in-house graphic design and video production resources to produce content and collateral. The utilisation of these in-house resources has provided considerable cost savings to the business. It has also provided a more efficient workflow, reduced turnaround, and more consistent and effective output. • During the 2017/18 financial year, AWI’s in-house Graphic Design team completed more than 557 jobs including online digital assets, logo/branding design, brochures, flyers, factsheets, magazines, corporate documents, posters, press ads, presentations, training manuals, trade-stand design and many other forms of printed and digital collateral. Of these jobs, many marketing and off- farm R&D related jobs were also translated into up to 14 different languages for our global audience. • AWI’s in-house Video Production team produced more than 85 videos in relation to marketing, covering our major campaigns and global brand partnerships, and on-farm and off-farm R&D and extension. AWI has also produced video content for brands and media networks globally to use in their own advertising campaigns. • AWI undertook photoshoots to provide a continuous supply of new rights-owned images for use in its marketing collateral and also by trade and supply chain partners, brands, retailers and the media. AWI has a collection of 8,000+ images housed in an online library system that is accessible to all AWI staff and which can be made available to external agencies. CONTENT AND EDITORIAL • Throughout the year, AWI regularly produced engaging content for its Merino.com and Woolmark.com websites about the latest in wool fashion, textiles, trends and products – and the benefits of wool – so that consumers are inspired to discover and enjoy its unique properties. • In June, the company’s flagship website Woolmark.com was relaunched offering both trade and consumer audiences a more content- rich digital experience of Australian wool to help increase demand for the fibre. The upgraded website presents the full farm-to-fashion spectrum of The Woolmark Company’s marketing and R&D activities across the globe. The new website is split into several key categories that represent different aspects of the business: o Innovation – including key seasonal developments, and manufacturing systems and processes o Education – programs for students, seminars and events, washing and care instructions, and fibre provenance o Collaboration – fashion, sports, interiors and Woolmark licensing. The new website helps enable AWI to educate and inspire audiences, no matter their location, language or specific point of interest in the supply chain. The past year has seen a major refinement of 16 REPORT OF 2017/18 OPERATIONS – MARKETING
AWI Annual Report 2016-17