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To increase demand for Australian wool.
AWI will develop and implement co-marketing campaigns in Fashion, targeting Menswear and Womenswear that builds demand in key consumer markets for fashion apparel where the ingredient is Australian Merino wool. AWI will support this program with AWI marketing services that help deliver value to partner brands, maximise AWI cost-efficiency and maintain a cutting edge digital infrastructure.
Menswear program targets:
Womenswear program targets:
Taking advantage of the explosive growth in demand for sportswear and activewear, and in particular the opportunity for wool as a technical fibre to meet increasingly demanding consumer needs for comfort and performance, AWI will target running, outdoor activities and the emerging 'athleisure' markets and work with major brands to introduce wool to new categories of demand.
AWI will implement global campaigns, utilising all consumer-relevant communications channels and tools, in the apparel market. These will consist of the International Woolmark Prize and the Campaign for Wool and AWI will continue to build on the past success of these programs.
International Woolmark Prize program targets:
The Campaign For Wool program target:
For further information about AWI's strategic priorities, refer to AWI's Strategic Plan (PDF 4Mb).