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Wool Stocktake : AWI Annual Report 2017-18
SPORTSWEAR STRATEGY EXPENDITURE DURING 2017/18 $5,313 ,000 project expenditure INVESTMENT FOCUS Consumer Focus Through co-marketing and endorsement with key global influencers in the form of commercial partners, celebrities, successful teams and authoritative sports entities, AWI will define and create co-marketing opportunities to showcase Australian Merino wool and its diverse benefits in high energy sports. Communication Channels Our marketing activity, combined with this type of partnership, will necessitate engagement using the widest variety of communication channels. Specifically advertising, PR/editorial, events, online, social and instore. In most cases these channels will consist of both AWI and partner opportunities. Partner Engagement Collaborating with genuine “Run” sports brands/retailers, AWI will focus on “high intensity” activities where wool is put to test with potential partners such as Nike, adidas, Ashmei, Asics, Rapha, Pearl Izumi. Our key “Outdoor” sportswear partners include adidas, HellyHansen, Musto, The North Face, Cutter & Buck, Fjallraven, Millet, and Nike. In the emerging “Athleisure” area our key partners would range from premium fashion entrants like Zegna/Zegna Sport, Burberry; volume sport/leisure brands such as adidas, Lacoste; through “Commuter” Apparel brands like Rapha and Yoga brands like Lululemon. Partnerships with other fibre manufacturers will be explored. STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2017/18 1. 20 new partners working with AWI. On target. 2. 2 million kgs new demand for Australian wool over this Strategic period. On target. KEY RESULTS DURING 2017/18 • The performance benefits of Merino wool were highlighted at this year’s Boston Marathon – the most prestigious marathon in the world – thanks to a new three-way partnership between global sportswear giant adidas, the Boston Athletic Association and AWI. To lift awareness of Merino wool in sportswear, the campaign involved the launch of an adidas Merino T-shirt for leading and influential runners plus a ‘replica’ version made available to other runners and consumers at stores across Boston and online. Throughout March and April 2018, the large-scale pre-race marketing campaign was created to build consumer interest in wool and the wool product, centred around the theme 'I Wool Win', followed by a post-race ‘Won with Wool’ theme. The campaign, co-branded with adidas, ran across social media channels, in the Boston Globe newspaper and outdoor advertising. • With the sports and outdoor market continuing to play a large and increasingly important part in AWI’s product development and marketing strategy, AWI once again exhibited at sports and outdoor trade shows, including this year’s ISPO trade show in Munich – the world’s largest trade show targeting activewear and sports apparel. It was the biggest one yet, with ISPO welcoming 2,801 exhibitors and more than 84,000 visitors form 120 countries. Following the success of previous shows, AWI was instrumental in organising the ‘Wool Lounge’ – the fair’s epicenter for all things wool and featuring leading brands including H. Dawson, Südwolle Group, Shepherd, Italfil, Lavalan, Australian, Diyang, Marbäck Tricot, Engel, Utenos, Xinao, Schoeller, Blum Textil, Davifil and of course AWI. At the AWI stand, the latest innovations Amanda Ordway was one of four first-time marathon runners to take part in a marketing campaign in the lead up to this year’s Boston Marathon to promote wool. co-developed by AWI’s in-house technical team were on display, including wool footwear, seamless apparel and wool filling. Also on show was the latest edition of The Wool Lab Sport, featuring a collection of the world’s best technical fabrics and yarns. • AWI collaborated with US performance and skiwear designer Erin Snow for her Fall 2018 12-piece skiwear collection, comprising pants, mid-layers and outerwear – made from Australian Merino wool. The collection is stocked globally via online retail partner Net-a-Porter. 18 REPORT OF 2017/18 OPERATIONS – MARKETING
AWI Annual Report 2016-17