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Wool Stocktake : AWI Annual Report 2012-13
Trade education tools Marketing, sales, training and market intelligence materials were added to AWI's internal Dashboard iPad App to assist AWI Key Account Managers communicate with trade customers in the most timely and cost-effective manner irrespective of location. A range of brochures, manuals and other tools have been produced to educate the textile trade about AWI innovations, knit and woven manufacturing techniques, caring for wool apparel, the benefits of wool, and the meaning behind the Woolmark logo. The Woolmark.com website that was launched last year continues to be updated to educate companies along the textile production chain about wool. The website provides information on markets, trends and innovations; and information about how to work with wool along each stage of the production pipeline, broken down into topmaking, dyeing and finishing, spinning, knitting, weaving and making up. There are also pages dedicated to how the fibre can be used in various market sectors including fashion apparel, interior textiles, babywear and sportswear, plus apparel care. A monthly Woolmark.com e-newsletter highlights recent key news and information added to the Woolmark.com website. The e-newsletter is distributed to Woolmark licensees and others in the wool supply chain that have chosen to subscribe. A "Looking For Wool" sourcing guide was developed and launched. Hosted 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 to access and central location. The Woolmark Company partnered with textile company Scotcloth Ltd to provide a unique online module of woven textile images exclusively available to all Woolmark, Woolmark Blend and Wool Blend licensees. 750 new rights owned images, and video and fibre promotional items were generated for distribution and use in marketing communications activities. They were made available to AWI Key Account Managers for use by trade and supply chain partners, brands, retailers and the media. The InTouch magazine was produced during the year and distributed to Woolmark licensees. The Beyond the Bale magazine, produced four times during the year, was also sent to stakeholders in the wool supply chain (as well as AWI shareholders). For more trade education initiatives undertaken in 2012/13, refer to Off-farm R&D Strategy 6: Marketplace extension of fibre knowledge and textile innovation starting on page 24. Trade and consumer product promotion Australian Merino wool was showcased to the international media in April when Ermenegildo Zegna -- one of the single largest buyers of Australian Merino wool -- invited 150 high profile media representatives to Australia to gain an understanding and appreciation for the fibre. AWI proudly supported Zegna's initiative to increase awareness and appreciation of Australian Merino wool across the world. The media contingent visited superfine wool-growing properties, where they saw first-hand where wool originates, and then attended a highly successful and talked about gala event in Sydney where Zegna showcased its latest collection. See page 28. AWI worked with the Italian men's version of Vogue, L'Uomo Vogue, on a fashion photo shoot of Merino wool-rich pieces from the autumn/winter 2012/13 collections of 10 well-known international menswear and womenswear fashion brands: Thom Browne, Dolce & Gabbana, Salvatore Ferragamo, Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang. Each of the brands provided quotes, endorsing wool, that accompanied the photos. AWI also had a major collaboration with Vogue Paris (and Vogue UK) and French fashion industry body 'Chambre Syndicale de la Haute Couture' resulting in a special 16-page feature highlighting unique and inspiring interpretations of Merino wool by ten of France's most prominent Haute Couture designers: Jean Paul Gaultier, Maison Martin Margiela, Atelier Gustavo Lins, Christophe Josse, Anne Valérie Hash, Alexandre Vauthier, Alexis Mabille, Bouchra Jarrar, Maison Rabih Kayrouz and Maxime Simoens. REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12