AWI does not merely connect the apparel industry with a luxurious, superior-performing fibre; AWI also provides industry support to ensure Australian Merino is a resounding commercial success.

Creating demand for Australian Merino is one of the cornerstones of AWI’s strategy. Practically, this involves educating trade channels on the outstanding natural, biodegradable and sustainable properties of wool.

It also involves providing retail partners and licensees with the use of preeminent AWI brands, Australian Merino, Merino Perform and, of course, the Woolmark® - an endorsement of high quality and consumer confidence across the globe.

Additionally, partners may also benefit from tailored product marketing strategies, fashion and colour trend forecasting services, innovative point-of-sale materials, and branded ticketing and merchandise support. Such resources promote strong communications, aid customer understanding of Merino Wool and Easy Care products, and maximise the appeal of wool.

On the design side, AWI is involved in cultivating local and international design talent via programs such as Project Protégé, a fashion design mentoring program that in 2008 launched the Australian Merino collections of young designers. The Woolmark Prize – an international leg-up program for the best young fashion creatives – is yet another way AWI encourages the love affair between tomorrow’s designers and Merino wool. Furthermore, AWI uses design ambassadors for Australian Merino; established designers who are passionate about and committed to Merino wool, with which AWI exchanges cross-promotional opportunities.