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Wool Stocktake : AWI Annual Report 2012-13
Consumer education AWI continued its global fibre advocacy campaign "Merino Wool. No Finer FeelingTM" to inform a new generation of international consumers, and the fashion community, about the attributes and benefits of Merino wool. The campaign positions Merino wool as the premium, luxury fibre of choice for fine, contemporary fashion. This year, the campaign involved AWI strengthening its partnerships with well-known designers and fashion houses and promoting wool across the world through numerous high- profile publications (print and online). See page 27. The Campaign for Wool continued its success this year, educating consumers across international consumer markets about wool's unique natural benefits and building a lasting profile for the fibre. The Campaign extended its International Wool Week this year to countries in Asia and the Americas and was celebrated on an unprecedented scale, generating more than AU$23 million of global editorial coverage. During November, the Campaign Patron, The Prince of Wales, toured Australia and visited a Merino property in Tasmania and a 'Farm to Fashion' event in Sydney. Australia held a successful Wool Week in April 2013 to coincide with the start of the autumn/winter retail season. See page 26. The latest Woolmark Gold campaign this year continued to position Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods. The campaign 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. A series of films were created to engage consumers regarding 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. See page 28. The modernity and quality of Merino wool apparel was showcased during the 2012/2013 International Woolmark Prize. The competition gained extraordinary momentum during the year, generating significant interest across the globe. AWI partnered with a large number of international fashion associations, retailers and media, including Vogue, to generate integrity and publicity for the award. AWI is continuing with, and expanding, the award in 2013/14. See page 27. Following the successful launch of the Cool Wool program to the textile trade last year, AWI has this year launched the retail campaign. which focuses on educating consumers about the natural performance benefits of lightweight Merino fabrics. The campaign was launched in the Middle East in December and has been extended into other northern hemisphere markets in the lead-up to the warmer spring and summer seasons. The aim is to extend the traditional wool buying season. See page 29. Public relations -- fibre publicity The International Woolmark Prize was this year incredibly successful at showcasing the versatility and quality of Merino wool to the fashion and textile industries and consumers. Through this competition, AWI now has a network of the world's leading influencers of fashion -- at the jury, designer and media level -- endorsing wool, and broader recognition of the fibre's qualities amongst consumers across the world. Reports on international fashion weeks and wool on the catwalks was leveraged outside their local market to provide a global reach. AWI supported leading textile graduate design prizes, such as the UK's Texprint award and Hong Kong PolyU Institute of Textiles and Clothing's graduation award. This is part of AWI's strategy to educate early career textile designers about the benefits of working with Merino wool. PR agencies delivered educational content on the Merino fibre on a per project basis. The AWI Marketing team supported the AWI presence at trade shows and the publicity of wool's benefits by providing marketing collateral, from trade show booth design (with a globally consistent look and feel) to brochures and posters. AWI consolidated international media partnerships with media owners globally, such as Condé Nast, which owns magazines/brands such as Vogue, GQ and WWD. AWI supported the L'Oréal Melbourne Fashion Festival's "The Wool Renaissance" fashion industry seminar. AWI engaged a professional media monitoring service so that the company could review whether it was achieving the optimal level and targeting for its PR activities. Following on from the success of the past two years' Wool4Skool competition, AWI launched a new Wool4Skool competition this year to continue to build knowledge about wool among Australian school students. The fashion design project has been planned carefully to fit within the Design and Technology curriculum in every state. REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12