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An innovation hub for the woolgrowers of Australia

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02.06.2023 Source: AWEX
AWEX EMI 1209 -5
Micron 17 2078 +15
Micron 18 1758 +33
Micron 19 1528 +1
Micron 20 1406 +8
Micron 21 1353 -11
Micron 22 1295n -24
Micron 26 522n -20
Micron 28 317 -6
Micron 30 288 -4
Micron 32 237 +2
MCar 738 -23
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).

In this section
Consumer Marketing
AWI’s consumer marketing develops and implements marketing campaigns to drive growth, defend core categories and build the reputation for Australian wool.
Trade Marketing
AWI's trade marketing builds the reputation for, and education of, Australian wool among the global apparel and textile industry.
Talent development
Through talent development and incubation programs, AWI builds an alumnus of life-long wool advocates.
Woolmark Certification
AWI is the proud owner the iconic Woolmark logo and its globally recognised certification program.