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Wool Stocktake : AWI Annual Report 2008-09
Merino CoolTM Twenty years ago, the International Wool Secretariat s Cool Wool campaign introduced consumers to the idea that wool was not just something you wear in winter. This year, thanks to new processing technologies and the efforts of woolgrowers who continue to produce finer wools, consumers had access to a new generation of lightweight Merino wool. AWI s Merino CoolTM campaign was a revamp of Cool Wool targeting the wovenwear fashion market with new lightweight fabrics. Where the standard weight for Cool Wool 20 years ago was 220g/m2 grams per metre squared, the new Merino Cool TM fabric is 165g/m2. Coupled with that, the program uses the latest soft-tailoring techniques in its range of jackets, trousers, skirts and other garments. The program also catered to the demand for layered clothing. More than 15 supply chain partners were involved in the project, which targeted the smart casual market in Italy, France, Japan, Korea, India and China. Along with Merino TouchTM, the campaign was launched at Première Vision in Paris in September 2008 and Intertextile in Shanghai in October 2008. The launch was followed by one-on-one regional retail workshops. Merino TouchTM AWI launched its Merino TouchTM autumn/winter 2009/10 collection at the SpinExpo trade show in Shanghai in September 2008. SpinExpo is the largest knitwear trade show in Asia, attracting spinners, knitters, garment manufacturers, retailers and designers from all over the world. Underneath the banner of Merino TouchTM, there were three sub-platforms -- Mercerised Merino , which promoted soft lustrous knits; Soft Classic Merino , which promoted classic style knitwear with a soft hand-feel; and Merino Intimates , soft and smooth next-to-skin intimates. AWI s super-soft Merino TouchTM 2009/10 collection was successfully launched. AWI conducted two seminars during SpinExpo to explain the Merino TouchTM collection and seminars on Communicating compliance and credibility in an eco- crowded market: re-launching the Woolmark with green credentials from farm to fashion. AWI also used SpinExpo to showcase the innovative use of Australian Merino by the young international designer entrants in the 2008 Woolmark Prize. The Merino TouchTM collection was promoted to retailers in Asia, Europe and the US through AWI s global network of key account managers. Merino corporate-wear and uniforms AWI released a collection during 2008/09 specifically developed for the school, airline and banking sectors, and it is also proving of interest to the military. The fabrics in the collection are knitted and woven Merino blends made up of a simple weave structure of plain twill or gabardine, ranging from 220g/m to 340g/m. The collection was sent to the four regions (Korea, Japan, China and Australia) at the end of May 2009 together with a marketing toolkit. AWI key account managers have started presenting the collection to licensees and clients. The following finishes have been added to the garments to increase their practicality and suitability: • Easy care treatment -- developments initiated by AWI have delivered woven garments that can be machine-washed and tumble dried. • Merino EasycleanTM technology -- this technology enables woven products made from Merino wool, such as suits, trousers or skirts, to be simply cleaned and refreshed using a domestic shower. • Stain-resist treatment -- treatments can be added to the fabric to reduce the likelihood of staining from food and liquid spillages. • Anti-static technology -- where static electricity presents a particular hazard and garments must meet strict standards of surface resistivity or static build-up then Merino s natural conductivity can be further enhanced. Prestige Collection: fifteen&finer AWI presented ultra-fine Australian Merino wool to the global apparel market in a new Prestige Collection fifteen&finer . It is a collection of yarns made from Merino wool of 15 microns or less and tells the story of ultra-fine Merino from its origins in Australia to its use in the most famous design houses in the world. The fifteen&finer collection brought together for the first time a group of dedicated producers and spinners. Ultra-fine Merino for the collection was sourced from fibre producers Gostwyck, Jemala, AUSFINE, Escorial and the Australian Superfine Wool Growers Association. Well-known Italian spinners Zegna Baruffa, Filatura Botto Poala, Lora Festa and Filatura di Tollegno were key partners, along with Australian companies Michell and The Merino Company. AWI launched the collection in July 2008 at the 63rd Pitti Filati in Florence, Italy -- a showcase of the latest knitting yarn innovations -- in preparation for the autumn/winter 2009/10 fashion season. REPORT OF OPERATIONS -- MARKETING AND SALES
AWI Annual Report 2007-08
AWI Annual Report 2009-10