Evolution & growth of the 'Woolmark' brand

15 Aug '08

4 min read

Looking to the future, AWI will focus on positioning Australian Merino as the highest quality fibre for apparel products. In response to changes in consumer demand, strict quality control will be enforced, random testing conducted and quality audits carried out at both trade and retail levels.

Marketing partner support
As a not-for-profit public company, AWI reinvests its partners' marketing contribution in the marketing of this natural fibre. Instead of simply selling licenses, AWI now has the added capability of working one-on-one with its club members, as marketing partners, to increase global demand for Australian Merino and Australian wool.

Club members can access a range of services specifically developed to increase the demand for Australian wool products and enhance partners' profits. AWI refers to these services as KIM: Knowledge, Innovation and Marketing support.

Knowledge
With more than 20 offices worldwide, AWI boasts an extensive global network dedicated to providing expert advice on areas such as supply sourcing, market intelligence, consumer research, environmental compliance and seasonal trend and colour forecasting.

Innovation
AWI delivers premium value-adding innovations by operating as an external research and development provider to its business-to-business partners. This includes releasing seasonal Merino innovations which can be tailored to suit specific partners' ranges and customer needs.

Marketing support
AWI works tirelessly in the global marketing arena to position Merino for wool apparel product and to assist its partners in promoting the benefits of this fibre within their ranges. This is aided by tools such as the Superior Merino brand and a host of associated marketing, retail promotion and educational materials.

Australian Wool Innovation Limited

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