No flies on AWI
NATIONAL: The Australian wool industry is set to outlay a multi-million dollar spend to strike back at its outdated reputation.
The agency responsible for promoting the fibre, Australian Wool Innovation, has earmarked $120 million over the next three years to market the product domestically and internationally.
The announcement comes at a busy time for the organisation after the Australian wool industry came under fire from international apparel retailers - including Hugo Boss, Timberland, Victoria's Secret, Abercrombie & Fitch, H&M and Perry Ellis - all of which banned wool from sheep that had been mulesed. The industry here had agreed to end the practice by 2010, but recently, some farm groups have called for an extension to that deadline.
AWI chief executive officer Craig Welsh said by agreeing to the restructure Australian wool had been given an opportunity to roll out "industry first" corporate social responsibility programs to help give confidence to retailers and consumers about the strict quality control given to Australian merino wool.
It was also a chance to send a powerful message to the sector and its competitors that Australian merino consistently outperformed other fibres, making it the ideal product for use in knitwear and suiting, he said.
Welsh said the relaunch, which follows the group's merger with The Woolmark Company 10 months ago, has seen it work with multinational brand consultancy Landor to develop a new corporate identity aimed at positioning it in the luxury end of the market.
The tiered marketing program, which will be directed at designers, weavers, knitters, manufacturers, retailers and consumers, will see AWI divide its merino licensee programs into two new brand stables: Australian Merino, aimed at
high fashion" and Superior Merino, targeted at "high street". The relaunch would also see AWI promote the fibre's "clean, green credentials", he said.
"The global swing towards eco-friendly products brings opportunities for the natural fibre textile industry and Australian woolgrowers. Active and informed consumers are insisting on greater integrity and authenticity in the products they buy. We want our new brands to communicate and champion these ecological messages."
In keeping with the new high-end positioning, AWI engaged US-based Australian designer Michelle Jank to style the new promotional shots while Australian fashion photographers Georges Antoni and David Mandelberg shot the new campaign images.
The relaunch will be supported by an extensive marketing campaign which includes new swing tickets, labels and instore point of sale material and the introduction of a state-of-the-art web portal. It will be supported by fashion forward initiatives such as the reintroduction of the Woolmark Prize to reward young designers for creative excellence and a global education program to help key staff sell the benefits of wool.
As a result of the changes, AWI has also announced plans to move its Victorian interior textile operation to India while it also intends closing its Melbourne and UK offices and relocating its Portugese operations to Spain.
By Tracey Porter