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Wool Stocktake : AWI Annual Report 2012-13
The Woolmark Gold campaign this year continued to position Merino wool as the prestigious fibre of choice in the growing Chinese domestic market for luxury goods. The campaign was established in 2010 to meet the increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind Merino wool fibre, and its performance properties in relation to other luxury fibres eg cashmere. Chinese consumers of premium products are increasingly astute and are demanding the greatest integrity and provenance. This is to Australian wool's advantage given it is an enduring natural fibre grown by woolgrowers with a proud heritage. The main achievements of the Woolmark Gold campaign this year were: built awareness of the campaign with high-end apparel consumers educated high-end Chinese consumers about the benefits of Australian Merino wool distinguished Woolmark Gold products through their European heritage as even more luxurious than the already prestigious Woolmark-branded products launched the first branded Woolmark Gold product in China; and built a database of high-end apparel consumers. A series of films were created to engage consumers on the luxury of Woolmark Gold. A cross-media campaign was implemented via print and digital mediums with Vogue, GQ and Elle. There were also competitions to engage and educate consumers. AWI has the global networks to be able to create sourcing opportunities for its Woolmark Gold partners, for example from Italy and the UK into China. The company partnered with Savile Row Bespoke and 11 premium brands: Dormeuil, Hield Brothers, Holland & Sherry, Johnstons of Elgin, Reda, Scabal, Taylor & Lodge, Vitale Barberis Canonico, John Foster, William Halstead and Charles Clayton. The Woolmark Gold brand represents recognition of outstanding achievement in weaving and knitting of Australia's finest micron wools. All partners are signatories to the IWTO Code of Practice that guarantees declarations of micron values under the Super S system. For more information visit www.woolmarkgold.com The Woolmark Gold website which is helping to promote Australian Merino wool in China. Australian wool was placed under the global spotlight in April, when Ermenegildo Zegna -- one of the single largest buyers of Australian Merino wool -- celebrated the fibre of our nation along with international media and guests that travelled to Australia for the occasion. To honour the 50th Edition of the Ermenegildo Zegna Wool Awards, Ermenegildo Zegna in partnership with AWI, hosted a two-day celebration with guided visits to some of the Australia's top superfine properties, followed by a gala event held at the historic Royal Hall of Industries in Sydney. Journalists and media representatives from 31 countries travelled to Australia to see first-hand where Australian Merino wool originates and gain an understanding and appreciation for the fibre. The farm tour was a day trip for 150 media to the New England district of NSW where seven wool-growing families hosted guests and introduced them to the intricacies of growing the world's finest wool. Each group was shown through the wool-growing process starting from the history of wool and of the family, through to shearing and wool classing, helping to tell the story behind producing superfine Merino fleeces that qualify to enter the Zegna Wool Awards. The trip culminated in the gala event hosted by Zegna at the historic Royal Hall of Industries attended by more than 1000 guests, including international and national media, celebrities including Megan Gale and Chris Hemsworth, and industry friends of Zegna and AWI. The unveiling of an installation with multimedia projections opened the event and highlighted the values shared between the fine wool-growing areas of Australia and weaving district of Italy. This was followed by a stunning men's fashion show, on the longest catwalk ever created in Australia, featuring more than 60 male models outfitted in the Fall/Winter 2013 capsule collection specially created by Zegna as a homage to Australian wool. AWI supported Zegna's initiative with the aim to increase awareness and appreciation of Australian Merino wool across the world, underlining the role of Australian woolgrowers within the fashion and textile industries and enhancing values like quality, innovation, education, provenance and traceability. For more information visit www.woolmark.com/zegna- wool-trophy2013 Zegna designs showcased during the 50th Anniversary of the Ermenegildo Zegna Wool Awards in Sydney. REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12