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Wool Stocktake : AWI Annual Report 2017-18
THE CAMPAIGN FOR WOOL INVESTMENT FOCUS Events and Leverage Run high impact events each year in key consumption countries. Consumer Focus Emphasis on younger demographic and education. ‘World Wide Wool’ Current Wool Week format change from physical (labour intensive and large financial input) to predominantly virtual via social/digital media. Global Key Accounts Retailer activation (Instagram competitions, etc). STRATEGIC TARGETS Targets for three-year period 2016/17 to 2018/19 Progress during 2017/18 1. Additional 1.0 million kgs of new demand. In progress. The Campaign for Wool program provides a unique global platform drawing on the combined forces of the globe’s four key wool-growing countries (Australia, South Africa, Britain and New Zealand) and the generous support of its prominent Patron, HRH The Prince of Wales, to correct common misconceptions about wool and to bring an awareness of the fibre’s many attributes to a younger generation. An Executive Committee representing the four key nations was created to provide increased project assessment to determine the greatest impact for planned projects and related funding. While exact wool volumes are difficult to accurately measure, the impact has been reflected in repeat business (brand participation in multiple ‘Wool Weeks’), return on investment (for instance the documentary Slowing Down Fast Fashion has now been viewed by influential audiences including media in many key markets), and PR generation, where for instance the UK activities in 2017 delivered a PR value of £1,015,471.25 equating to an AVE (Advertising Value Equivalent) of £585,121.70. KEY RESULTS DURING 2017/18 • Now in its eighth year, The Campaign for Wool continues to drive a new demand for wool on an international scale. The global initiative encourages manufacturers, retailers and designers of apparel and interiors products to live naturally and choose wool, and in turn educate consumers about the fibre’s unique, natural, renewable and biodegradable benefits. • An important part of the Campaign for Wool is the promotion of wool of all microns, including of a broader micron and crossbred wool. The campaign therefore continues to promote wool for the interior textiles sector – including bedding, carpets and furnishing – as well as the apparel sector. • Digital channels and social media are an important medium through which to market the Campaign messages to consumers. AWI (through The Woolmark Company’s digital channels) amplifies the Campaign’s own digital messaging to an even larger audience. • Granted rare access to the Campaign’s patron HRH The Prince of Wales at home, The Australian Financial Review Magazine in April 2018 ran a feature article on HRH’s thoughts on how the fashion industry needs to tackle its greatest challenge: sustainability. “Australian woolgrowers across the nation enthusiastically supported the campaign in cash and in kind, and Merino wool is now enjoying an unprecedented global revival, which gives me great pride,” he said in the article. UNITED KINGDOM • The Campaign for Wool’s annual Wool Week celebrations returned to the UK in October 2017 with 16 days of activities all shining the spotlight on the natural benefits of wool to drive consumer demand for wool products. The extended program of events encompassed 340 industry/retail/brand supporters. • The UK Wool Week’s major event in 2017 was Wool Fusion: a pop-up installation on Baker Street in central London, which showcased some of the best fashion and functional apparel as well as wool interiors including furnishings, fabrics and flooring. The installation included a series of high impact photography and film by leading publication Wonderland, alongside the textured sensory experience of wool in the wide range of products on display. A program of workshops by artisans, talks from fashion and retail experts, and special events were held throughout the exhibition. • Key retailers and designers once again threw their support behind Wool Week through in-store activities and shop window displays across the UK – including Marks & Spencer, John Lewis, Jack Wills, Brora, TM Lewin, Walker Slater, Finisterre, Smalls, Pringle of Scotland, and Wool and The Gang. An increase in the use of Wool Week point-of-sale material was seen and a wider distribution reach across the UK. Bicester Village – a luxury village- style shopping area in Oxfordshire, and home to 130 boutiques of world-famous brands – featured 22 REPORT OF 2017/18 OPERATIONS – MARKETING
AWI Annual Report 2016-17