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Increasing demand

AWI is a research and development organisation that, at all levels, is dedicated to finding means to increase the return to Australian woolgrowers.

This is achieved by creating new, fresh and exciting Merino wool products that directly increase demand for Merino and fill gaps currently existing in the consumer garment market.

Our KIM Strategy

AWI’s strategy for increasing knowledge + innovation + marketing (KIM), is simple: research and uncover what consumers want and deliver it to them in the most efficient and effective way possible.
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.
Working with the Fashion Industry

AWI recognises the influence that fashion designers can have, both on markets and consumers worldwide, and the potential that they have in creating demand for Australian Merino. AWI works with selected designers and profile Australian Merino to the market place.

Overview

The evolution of AWI’s position from being a company focused on research and development to one that specialises in Australian Merino apparel development and product marketing.

The spread of AWI offices internationally and the continued encouragement of direct, collaborative business relationships continues to be the catalyst for the birth of new products that drive international demand for Australian Merino.