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Wool Stocktake : AWI Annual Report 2012-13
Objective: To review the role and value of the Woolmark brand, revitalise it and, where markets and partners permit, maximise the presence and income streams of the brand. A critical part of AWI strategy is to develop new markets for Merino wool -- especially those markets that highly value Merino wool s natural attributes, and in which consumers are prepared to pay premium prices. The market for baby and infant wear is an important example of such a lucrative market, and AWI s "Mothers & Babies" program is helping to drive demand for Merino wool in this market. The AWI program funds product development, marketing and scientific research into Merino wool s attributes. The program recently launched a new brand -- Woolmark Nurture -- backed up by Woolmark product specifications for babywear that provide an endorsement for quality and performance for this market in which health and safety are paramount. The Woolmark Nurture brand uses the widely recognised Woolmark symbol but has its own branded labels and tickets available for licensees. The Woolmark Nurture specifications are part of the value proposition that AWI s network of global account managers put to potential brand partners. Fibre partnership marketing programs -- Woolmark presence AWI continues to leverage off the Woolmark brand and logo in almost all activities undertaken by the company -- from being a certification mark for product, to where it is used as the corporate logo for The Woolmark Company. AWI has been building the awareness of the Woolmark brand through major marketing initiatives such as the "Merino. No Finer FeelingTM" and the "Cool Wool" campaigns (which include the Woolmark logo in all their marketing collateral). See the Marketing section beginning on page 26. Product partnership marketing programs -- Woolmark presence The Woolmark brand has presence on various partnering companies advertisements, collateral and in-store presence in relation to the above "Merino Wool. No Finer FeelingTM", "Campaign for Wool" and other campaigns around the world. Brand licensing Category managers for the Sports & Outdoor, Mothers & Babies, Urban, Apparel Care, and Interior Textiles categories have been leveraging the market presence and value of the Woolmark brand in these sectors by identifying and maximising Woolmark revenue streams. AWI has launched a Woolmark Nurture brand to help increase the use of Merino wool in the lucrative market for baby and infant apparel and bedding products. Products certified under the Woolmark Nurture program meet stringent standards. Additional endorsements The Apparel Care area has continued to provide endorsement income opportunities through 2012/13. New logos have been introduced to support this work. Feasibility study -- Woolmark branded retail outlets Following the completion of a feasibility study into Woolmark branded retail outlets, and consumer awareness testing and acceptance of the Woolmark retail concept, the project has been terminated. Feasibility study and development strategy -- Woolmark e-commerce business An e-commerce facility now provides Woolmark licensees with a way of paying their license fees online. It was trialed during the billing period for the 2012/13 licence year, with licensees in select countries able to pay their annual licence fee via the Woolmark.com website. The e-commerce facility will continue. REPORT OF OPERATIONS -- INTERNATIONAL BUSINESS DEVELOPMENT
AWI Annual Report 2013-14
AWI Annual Report 2011-12