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Wool Stocktake : AWI Annual Report 2008-09
Marketing and sales operations Woolmark brand Since purchasing the assets of The Woolmark Company Pty Ltd in October 2007, AWI has been revitalising the Woolmark brand to enhance its appeal to today s consumers. Quality is the backbone of the Woolmark brand, and AWI has reviewed and strengthened this element of its business. New look swing tickets and labels for the apparel market which give the Woolmark brand a fresh, contemporary look and feel that builds on the natural, timeless qualities of wool will be available in the second half of 2009. AWI has consolidated the Woolmark sub brand portfolio into Pure New Wool, Wool Rich Blend, Wool plus Lycra, Natural Stretch, Merino Extrafine, and Super S to ensure the brand is not diluted through over extension. AWI has retained the popular Woolmark and Woolmark Blend care claims -- Machine Washable and Total Easy Care -- and they feature prominently on the reverse of the new swing tickets. There is also a new range of retail merchandising materials, including new signage, care claim booklets and educational materials which promote the natural benefits of wool. The Woolmark product specifications have been updated to meet the needs of today s consumers for finer, softer, next-to-skin products, effective 15 December 2009. AWI has strengthened its Quality Care regime, with a focus on false Woolmark swing tickets in the Chinese domestic market. The winning design of the 2008 Woolmark Prize on show at the SpinExpo trade fair in Shanghai, China. Woolmark marketing activities A key focus of AWI s marketing activities during 2008/09 was building demand for the Woolmark brand among its licensees direct customers such as retailers, brands, buying houses and sourcing agents. Trade events were an important part of this strategy, and AWI participated in a targeted selection of international trade fairs such as Pitti Filati (Italy), Première Vision (France), Intertextile (Shanghai), and SpinExpo (Shanghai). These created valuable introductions to buyers and designers, increased awareness of the Woolmark brand, and helped drive new business for Woolmark licensees. Another objective was creating demand for the Woolmark brand among retailers worldwide. Our retail seminars, for example, were specifically designed for this purpose. Here, buyers and designers were educated about the innovation potential of wool, wool trends, Woolmark quality specifications, and the value of sourcing through a trusted Woolmark supply chain. AWI also offered training programs for retail sales staff who sell Woolmark-certified products. AWI aimed to engage, inspire and educate these staff so that they became passionate about selling Woolmark-branded products to retail consumers. Retail staff worldwide participated in AWI programs designed to improve their understanding of the Woolmark brand and product specifications. Woolmark Prize Australian Merino wool was showcased to the world s fashion media in July 2008 when the 2008 winner of the inaugural Woolmark Prize was presented at the Palais de Tokyo, Paris. The aim of the Woolmark Prize was to underscore the importance of Merino wool to the fashion world by recognising, rewarding and showcasing emerging talents and cutting-edge creativity that emphasise the sensual, sculptural aspects of knit. The original wool awards were held between 1954 and 1992 by the International Wool Secretariat (IWS). The Woolmark Prize took up where IWS left off, upholding the original foundations on which the award was built: excellence, innovation and distinction. Sonia Rykiel, patron of the Woolmark Prize, announced that China s Qiu Hao would now join design greats Karl Lagerfeld, Yves Saint Laurent, Donna Karan, Ralph Lauren, Romeo Gigli, Dolce & Gabbana and Giorgio Armani in the Woolmark hall of fame, as the 2008 winner of the Woolmark Prize. Open to young designers who had recently graduated and are already professionally active, the Woolmark Prize was conceived to help nurture those most in need: the fashion designer on the cusp of commercial credibility. For the inaugural Woolmark Prize 2008, designers from cultures as diverse as China, Japan, Norway, England, Belgium, Germany and France were selected by an international panel of fashion experts to participate. REPORT OF OPERATIONS -- MARKETING AND SALES
AWI Annual Report 2007-08
AWI Annual Report 2009-10