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Wool Stocktake : AWI Annual Report 2012-13
Trade and consumer product promotion (continued) AWI and the Woolmark brand teamed up with Marie Claire magazine in the USA to promote the unique and natural benefits of Merino wool. The cross-media campaign featured well-known designers who each used wool in their latest collections. The campaign educated consumers about wool as well as raise brand awareness within the USA. AWI and Merino wool were well represented at this year's trendsetting Milano Unica textile trade fair due to its engagement in the fair's signature event On Stage' and also by doubling its presence inside the fair, attending Moda In as well as Ideabiella. The event underpins the strong relationship between the Australian wool industry and the European textile community. Numerous local market initiatives supported AWI's global programs. There were a large number of smaller scale projects conducted in key markets to generate incremental sales of wool, or increase the price points at which wool products are sold. AWI's "Mothers and Babies" program continued to drive demand for Merino wool in the market for baby and infant wear. The program works in three main areas: funding scientific research into Merino's health benefits, innovative product development and creating awareness of the fibre's benefits. Working with leading sports designers, professional users and innovative brands, AWI's "Sports and Outdoor" program worked in B2B and consumer-facing marketing activities with the aim to increase the awareness of, and add value to, the Merino fibre in sports and performance garments. The Woolmark Apparel Care program helped provide quality laundering technology to consumers, enabling the very best care options for wool garments. The program allows for the Woolmark brand to be licensed for use on washing machines, tumble driers, irons, detergents, fabric softeners and wool-friendly bleaches for domestic use. AWI's "Urban" program worked to drive demand in the young fashion-conscious street wear and casual wear markets -- where very little wool is currently used -- and to take advantage of the global trend towards a more informal style of dressing, Woven volume defence A Cool Wool consumer campaign was launched and rolled out this year. The campaign promotes lightweight Merino wool fabrics and yarns for the warmer seasons and environments -- see page 29 for further details. Public relations -- product publicity AWI promoted the use of wool to the global fashion industry, working closely with local and international designers to source and develop fabrics and knitwear made from quality Merino wool. Brand standards and quality control Enforcement of Woolmark brand standards across all activities is increasing. This outcome is also a function of the other AWI programs. See Strategy 1: Quality Assurance of the Off-farm R&D section on page 20. REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12