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Wool Stocktake : AWI Annual Report 2012-13
Retail workshops Following trade shows, workshops about AWI s innovation collections were held individually with retailers and brands. These took place in the US, Western Europe, India, China, Korea, Japan, Turkey and Australia. In addition, workshops were held with retail buying offices which are mainly located in Asia, ie Hong Kong. Other general training of retail decision makers, such as the company s buyers, merchandisers, designers and technologists, was also undertaken, focusing on providing them with a toolkit that both stimulates interest and builds their confidence to invest in wool product lines. It enables them to take full advantage of wool s technical and aesthetic properties. Retail workshops were held to help educate sales staff in several locations across the world about the natural properties and benefits of wool, so they can advise consumers more appropriately. Retail store managers were also trained, who in turn train their own staff. Market extension (product marketing) materials Programs aimed at market extension where wool today has little or no presence have been very active. These include AWI s "Mothers & Babies" and "Urban" programs. A "Looking For Wool" sourcing guide was developed and launched. Hosted on Woolmark.com at www.woolmark.com/lookingforwool, Looking For Wool is an online directory for sourcing wool and wool-rich containing products (part made and fully finished), both for apparel and interior textiles. Looking For Wool is a tool to bring suppliers and buyers of wool products together in an easy and central location. Marketing materials were produced to support the launch of AWI s collections, including flyers, PowerPoint presentations and supplier listings. Seasonal trends Originally launched in June 2011, AWI s "The Wool Lab" -- the seasonal guide to the best wool fabrics and yarns in the world -- has become a global success and an important tool for the fashion industry, including brands, retailers, manufacturers, spinners, weavers and the media. The Wool Lab contains a selection of the most innovative and quality wool fabrics and yarns available on the market from the best spinners and weavers in the world. AWI is presenting The Wool Lab at the most important textile and fashion trade shows in the world, both inside the company s exhibiting areas and also through special workshops. The Wool Lab guide for the spring/summer 2014 retail season was launched at the Pitti Immagine Uomo trade show in Florence, Italy in January 2013. The Wool Lab guide for autumn/winter 2014/15 was launched in June 2013. For the first time, AWI launched an edition of The Wool Lab specifically for the interiors sector. Introduced in April, The Wool Lab Interiors aims to increase the demand for wool in this sector that supports the proportion of the Australian clip that is broader micron and crossbred wool. Intended for specialised professionals such as architects, designers and manufacturers, The Wool Lab Interiors is a guide to the best wool textiles and to the most interesting and innovative applications of wool in the furnishing and interior textile sectors. Consumer and trade education The four Australian Merino wool "Level 1" introductory trade education courses, developed and published in 2011/12, continued to be roll-out this year: "Introduction to Knitwear", "Introduction to Wovenwear", "Men s Suits", and "Caring for your Merino Wool Sweater". A new education manual was also produced this year: "The Meaning Behind the Woolmark logo". These are all aimed at training the buying teams at retailers and brands. By giving them more knowledge about wool, this will lead to an increase in confidence to develop and merchandise new lines made from wool. The development of "Level 3" technical training and education packages aimed at the manufacturing industry is in an advanced stage and will be rolled-out progressively during the 2013/14 financial year. Topics include wool scouring, wool topmaking, knitwear finishing, and easy care knitwear. Work also begun this year on the development of "Level 2" intermediary training and education packages aimed at the manufacturing industry. See Strategy 3: Market intelligence in the Marketing section on page 34. REPORT OF OPERATIONS -- OFF-FARM R&D
AWI Annual Report 2013-14
AWI Annual Report 2011-12