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Wool Stocktake : AWI Annual Report 2008-09
Apparel marketing Activity Progress in 2008/09 Reconnecting with retail: Identify the key target retailers/brands (approx. 200 in total) in each geographical area for each product offering: 1. High End (Premium Collection) autumn/winter 2009/10: Knitwear. 2. High Street (Innovations Collection) autumn/winter 2009/10: Knitwear, Wovens, Sports/Outdoor, Workwear. • Key retailers/brands identified and details such as the following noted: contact details, size of business, customer demographics, price points, corporate strategies, and buying strategies. Build sales force and support team in each of the regions. • Key Account Management team in place in Asia, Europe and the USA. Regional segmentation of product categories to be implemented. • Key Account Management team in place with new demand building targets. Segmentation of the top 200 key accounts, and key licensees. • Top 200 key accounts identified. Accounts can be separated into (1) global premiere accounts and (2) leaders in national markets. Corporate/uniforms: • Develop a technical collection. • Develop a workwear and corporate collection based on the Shower Suit technology to be marketed as Merino EasycleanTM. • Set up supply chains focusing on Asia and Oceania. • Gather information and data including needs, requirements and key companies. • The collection was developed for the school, airline and banking sectors. 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. Current projects include: • Korea: Merino EasycleanTM school uniforms (wool 60% blended) are being commercialised for the next winter season with partners Aztech WB (weaver) and Elite Basic Co (retailer). The marketing volume for the first season autumn/winter 2010/11 is predicted to be 50,000 outfits. • AWI has set up a new product development schedule with Cheil (the premier weaver in Korea) for multi functional corporate uniforms and will get fabrics for protective uniforms (military/fire brigade) by the end of July 2009. The predicted marketing volume is 30,000 outfits in the first year. • Japan: The NIKKE School Uniform project started in February 2009. It is a long term project with a goal over three years to increase their wool use by five per cent (70 tons). • Toyobo Japan is providing AWI with a multi functional fabric to target the military/fire brigade and other corporate wear markets. Merino TouchTM: Based around softness and luxury hand feel , whilst still offering enhanced fluidity, drape and comfort. • AWI launched its Merino TouchTM autumn/winter 2009/10 collection at the SpinExpo trade show in Shanghai in September 2008. • There are three sub-platforms -- Mercerised Merino, which promotes soft lustrous knits; Soft Classic Merino, which promotes classic style knitwear with a soft hand-feel; and Merino Intimates, soft and smooth next-to-skin intimates. AWI conducted two seminars during SpinExpo to explain the Merino TouchTM collection. • The Merino TouchTM collection was promoted to retailers in Asia, Europe and the US through AWI s key account managers. Merino FreshTM: Based on the successful commercialisation of the Shower Suit in Japan, AWI now wants to take it globally under the registered trademark of Merino FreshTM. • AWI launched the Merino FreshTM program for the autumn/winter 2009/10 retail selling season at the Première Vision trade show in Paris in September 2008 and Intertextile in Shanghai in October 2008. Merino CoolTM: New re-vamp of International Wool Secretariat s successful Cool Wool Program. • AWI s Merino CoolTM 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. The products are light weight trans-seasonal fabrics with an emphasis on women s wear. REPORT OF OPERATIONS -- MARKETING AND SALES
AWI Annual Report 2007-08
AWI Annual Report 2009-10