Building existing markets
Traditional markets are fundamental to the direction of the industry and are home to many powerful companies and influential designers. AWI works very closely in collaboration with business partners to create products that open new possibilities within these markets.
Building the market share of Australian Merino in the countries which have bee traditionally strong markets (such as the USA, UK, Japan, Germany, France and Italy) is fundamental to shaping global demand for AWI products.
These markets are often referred to as the ‘key influencers’ of the industry.
They are home to a vast majority of powerful brands and directional designers whose ranges have the ability to influence the future course of the world’s garment production.
Fostering close business relationships within these nations, and also in Hong Kong (a fundamental trading post between east and west), allows AWI to collaboratively develop new, world-first wool technologies and fabrics that keep demand and prices for Australian wool strong.
In AWI’s more established markets, competition is intense and the development of new Merino products can give one company an edge over its competitors.
AWI works very closely with business partners to uncover product characteristics that are desired by their consumers.
AWI then undertakes the research and development to deliver this exclusive fabric back to our business partners, immediately giving them a competitive advantage. This builds their market share and increases demand for more Australian Merino products.
Not only assisting just in development, but providing a holistic product package to market helps new Merino fabrics perform strongly. AWI provides a myriad of extra, ‘add-on’ services to support new ranges.
This service platform includes:
- Providing know-how and technology from AWI’s knowledge tank
- Marketing support: from instore promotions to public relations campaigns
- Supply chain development and support
- Launch strategies