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An innovation hub for the woolgrowers of Australia

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25.05.2023 Source: AWEX
AWEX EMI 1214 -49
Micron 17 2063 -117
Micron 18 1725 -105
Micron 19 1527 -44
Micron 20 1398 -60
Micron 21 1364 -31
Micron 22 1319n -73
Micron 25 716 -4
Micron 26 542 -13
Micron 28 323 -2
Micron 30 292 -5
Micron 32 235 -3
MCar 761 -25
Consumer Marketing
AWI’s consumer marketing develops and implements marketing campaigns to drive growth, defend core categories and build the reputation for Australian wool.

Persistence of wool marketing

What’s around the corner for wool marketing? In an altered reality, hear about the roles that commuting, Amazon, Prada and online shopping will play in marketing Australian wool.

AWI’s GM of Marketing Communications Laura Armstrong takes us past the doom and gloom to better days ahead.

Listen here
In this section
Wool is the answer to plastic-free fashion
AWI continues to drive demand for Australian Merino wool, championing the eco-credentials of the fibre as the answer to plastic-free fashion.
Mind Body Green partnership
AWI’s marketing arm Woolmark partners with Mind Body Green to champion the eco-credentials of Australian Merino wool. marketing wool to the world embodies AWI’s research, development and marketing arm’s objectives of driving the demand of Australian Merino wool through The Woolmark Company’s services.
Woolmark x Knit Karl competition reaches 540 million people
Woolmark partnered with the iconic KARL LAGERFELD fashion label to create the Knit Karl competition to promote Australian Merino wool.
Direct consumer marketing campaign
A global consumer campaign targeting a new generation of consumers who grew up without wool.
Wool is good for the skin
AWI continues to produce and publish a strong body of evidence which demonstrates wearing superfine Merino wool next to skin is beneficial for eczema sufferers.
Green Carpet Fashion Awards
The Green Carpet Fashion Awards is a celebration of the best in sustainable fashion. It is a joint initiative of the National Chamber of Italian Fashion and sustainability consultants Eco-Age headed by global sustainability champion Livia Firth.
Wool Week Australia
Celebrating Australia’s most important fashion export - Merino wool - Wool Week is an opportunity for designers, retailers and consumers to come together and unite, shining the spotlight on our homegrown fibre and the tens of thousands of Australian woolgrowers who produce it.
Australian wool apparel on e-commerce giant
Luxury online retail platform Farfetch promoted Winter 2018’s best wool apparel available - for both men and women - as part of a four-part partnership with The Woolmark Company.
Fashion designer heroes Australian Merino wool
The Woolmark Company partnered with renowned fashion designer Emilia Wickstead to create a workwear collection for the modern woman, crafted from 100% Australian Merino wool.
French designer spotlights Australian wool
The Woolmark Company partnered with leading French fashion label Jacquemus to develop 3 womenswear collections and one menswear collection, made from Australian Merino wool.
Australian wool in Chinese luxury department store
The Woolmark Company has entered a two-year strategic partnership with Chinese luxury department store Lane Crawford, to bring forward-thinking designs in wool direct to consumers.
Korean fashion label promotes Australian wool
The Woolmark Company partnered with a leading Korean contemporary unisex brand Andersson Bell to promote its Autumn/Winter 2018 coat collection made from Merino wool.
Australian wool part of America’s Cup
The Woolmark Company was announced the official technical partner of the America’s Cup team Luna Rossa Prada Pirelli, at a press conference at Pitti Immagine Uomo 96 in Florence.
Wool’s performance benefits return to Boston Marathon
The Woolmark Company partnered with the Boston Athletic Association and Adidas for the 2018 and 2019 Boston Marathon, highlighting the performance benefits of wool at one of the world's most prestigious and iconic sporting events.
Wool activewear for the conscious consumer
Premium fashion and lifestyle brand NAGNATA forms part of a new generation that embraces social responsibility and challenges the rampant consumerism of fast fashion and its devastating effect on the environment.
World’s first Merino wool boardshort
Lifestyle brand Outerknown - the brainchild of surf legend Kelly Slater and designer John Moore - has worked with The Woolmark Company to create the world’s first boardshort crafted from 100% Australian Merino wool.
Developing wool shoes
Athletic Propulsion Labs® (APL) unveiled its most sustainable and lightest running shoe to date, partnering with The Woolmark Company to launch the APL TechLoom Breeze Merino Wool collection.