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Wool Stocktake : AWI Annual Report 2017-18
The new Woolmark.com website is optimised to be read on desktop/laptop, tablet and mobile devices. wool’s brand image in the consumer market, particularly with the global discussion around the sustainability of fashion, and the new website appropriately reflects that shift. • The WOOL magazine, one of AWI’s primary communication tools, continued in 2017/18 but as a larger-format, biannual publication. Its hard copy distribution is essentially trade/media, but it’s presented and packaged in such a way that speaks about wool in a way that’s relevant to consumers. While the magazine is available in hard copy, the articles are also available online. Through its inspiring shoots, interviews, profiles, video and practical guides, it showcases the benefits and qualities of Australian Merino wool in a high-end fashion and lifestyle context. • AWI engaged a professional media monitoring service so that the company could review and track that it was achieving the optimal level and targeting for its PR activities. Total editorial value for 2017/18 was $49,410,369 with a total reach of 57,264,831,721. • Various communications were sent to woolgrowers – see page 43 for further information In June, AWI released a virtual reality experience of viewing five of its fabric innovations (see above). AWI has also released a ‘virtual reality farm tour’ in which users are ‘transported’ to an Australian sheep farm to visually experience first-hand the source of Merino wool. In December 2017, AWI also partnered with National Geographic to launch a virtual reality experience of explorer Pete McBride sharing the benefits of wearing Australian wool apparel on one of his adventures in Colorado (see page 19). These three virtual reality experiences can be downloaded for free from the Apple App and Google Play stores (search Woolmark VR). DIGITAL COMMUNICATIONS • AWI’s online presence continues to grow with the launch of the new Woolmark.com. This new site (which incorporates content from the old Merino.com) is an industry leading example of digital infrastructure. Built with the ability to personalise content, collect data on visitors to enable the serving of tailored content and provide direct connection to Woolmark offices, the site has six language variants and an improved content delivery platform. The new website not only enables AWI and The Woolmark Company to more effectively tell the story of wool but the company is now set up to ensure it is ready to engage with the next generation of customers. • AWI is also working on a relaunch of Wool.com which will build upon a lot of the technology used in the new Woolmark.com. The new site will provide personalised information for woolgrowers along with detailed market insights and analysis as well as easy access to reports, research and the work AWI is doing. • AWI is continuing to improve its project and back-end systems to identify and roll out further savings for woolgrowers. These improved systems not only are helping improve efficiency, transparency and documentation but have generated considerable savings over the general cost of digital, innovation and online marketing. • AWI is continuing to implement best digital practice across the business, creating a culture of innovation that is not only helping to identify potential growth markets and opportunities but new ways to engage with consumers. As consumer patterns change and the next generation of millennial consumer comes into their own this strategy is proving increasingly important. We are therefore investigating projects covering topics like New Retail, Home Automation and Voice, Integrated Technology, Artificial Intelligence, Augmented Reality, NFC and Smart Tags as well as additional Fashion Tech positioning. Note: For further information, see the Digital Services program report on page 59. Woolmark AR is an augmented reality app, designed to provide viewers with a quick and easy way to communicate the benefits of wool (along with some AWI innovations, such as wool footwear – see above) in an interactive and visual way, wherever you are. Augmented reality technology shows a computer- generated image (in this case a wool shoe) superimposed on a view ‘through’ the viewer’s smartphone). AWI is looking at further ways to use augmented reality in its educational and marketing activities. Woolmark AR can be downloaded for free from the Apple App store. REPORT OF 2017/18 OPERATIONS – MARKETING 17
AWI Annual Report 2016-17