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AWI's marketing arm, The Woolmark Company, invests in marketing Australian wool across the entire supply chain. We do this to cement Australian wool's position as the ultimate ingredient in luxury apparel and as the world's most innovative, technically advanced natural fibre.
AWI’s marketing is strategically focused to drive growth through sportswear, defend core categories through mens and womenswear collaborations and build the reputation for Australian wool through fibre advocacy campaigns. The Woolmark Company successful launched 135 marketing collaborations with brands and retailers in the previous strategic period, with partners including adidas, Max Mara, Amazon, T Mall and Country Road.
In the past year, we reached more than 20 million consumers and generated more than 58 million impressions through programs that highlight wool’s benefits and environmental properties.
The iconic Woolmark logo was established in 1964 and is exclusively owned by Australia’s woolgrowers. The Woolmark brand is the world’s best-known textile brand, represents a commitment of quality between woolgrowers and consumers and has been applied to more than 5 billion products world-wide.
For further information about AWI's strategic priorities, refer to AWI's 2019-2020 Strategic Plan (PDF 7Mb).