New marketing opportunities
There is a constant supply of new projects being undertaken by AWI, both solely and collaboratively, to increase the global demand for Australian Merino wool.
Innovative means to both market new products developed by AWI and Australian Merino as a brand unto itself are crucial to increasing demand.
Recent examples of marketing opportunities undertaken by AWI include:
Merino takes it to the extreme
Australian Merino wool has been displayed at the world’s largest sporting goods trade show in Germany; a meeting point for some of the world’s largest sporting manufacturers, designers and retailers.
Seventeen high-performing Australian Merino products were displayed at ISPO 2007 in Munich from the 4th to the 7th of February 2007.
Read a media release - Merino takes it to the extreme, 12 February 2007.
Merino at Mercedes Australian Fashion Week
Designers showing at Mercedes Australian Fashion Week, held annually in Sydney each April, unveil their seasonal collections to an audience composed of fashion media and buyers from around the globe. They set fashion trends that the rest of the industry follow.
The impact which these leading-edge fashion designers exert over the rest of the garment industry is recognised by AWI through the working relationship developed with some of Australia’s brightest stars.
Josh Goot, Jayson Brunson, Tina Kalivas, Akira Isogawa and woolliwoolli have each worked with AWI to create ranges using Australian Merino.
AWI initiated relationships with each designer to deliver them a Merino product that matched their individual aesthetic. For Josh Goot this was a viscose-coated Merino wool that he turned into long, draped dresses. Conversely for woolliwoolli, their lycra-blended Merino wool was used to create bikinis.
Despite differences in design the underlying benefit to Australian woolgrowers remains the same. These talented individuals showcase exactly how innovative products from AWI can be used to create some of the most coveted fashion items on the planet.
For further information visit merinoinnovation.com >> news and events.
Resources
Case study
Related articles
Hong Kong knitters meet the Aussie Merino, Beyond the Bale, Feb/Mar 2007
Supply chain links in China, Beyond the Bale, Feb/Mar 2007