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Beyond the Bale : September 2016
With close to three quarters of the Australian wool clip exported to China, and an increasing amount of wool staying in China for domestic consumption, there are a significant number of companies located in China certified to use the iconic Woolmark logo on their products. Research conducted by The Nielsen Company on behalf of AWI has found that 70 per cent of consumers in China recognise the Woolmark logo, with 91 per cent agreeing that the Woolmark logo ensures quality. Logo recognition amongst consumers is thanks to marketing initiatives from both AWI and its Woolmark licensees, with major players joining forces to promote the natural benefits and technical advancements of wool. In June, AWI brought together more than 100 Woolmark licensees at its annual one-day seminar, this year in Suzhou, which provided licensees with information and insights into industry trends to enhance the global competitiveness of Chinese wool textile and garment companies. “I feel particularly proud of being a long-term Woolmark partner at this licensee seminar,” said Nanjing Wool Market President Mrs Yang Xiaoxiong. “The company’s promotional campaigns have achieved great success in the Chinese market and we look forward to more collaborations in the future.” Fellow attendees echoed this sentiment, with ICICLE CEO Mr Ye Shouzeng saying the seminar was a great platform for companies in the wool industry to exchange ideas, and Mr Cao Xiuming from Jiangsu Sunshine Group stated: “The seminar’s innovative content and format is of great inspiration to the industry at large.” ICICLE CEO, Ye Shouzeng; Jiangsu Sunshine Group Technology and Innovation Director, Cao Xiuming; and Zhejiang Xinao Textiles CEO, Zhou Xiaotian, participated in a roundtable session, discussing critical issues such as how to retain core competiveness, as well as brand development strategies and market planning. Among the other guests invited to speak at the seminar were Professor at Beijing Institute of Fashion Technology, Guo Ruiping; President of China Textiles Development Centre, Li Binhong; and Chief Designer and Founder of apparel brand EACHWAY, Zhao Huizhou. AWI’s Country Manager China, Jeff Ma, spoke about wool fashion and innovation in his opening remarks. During an award ceremony following the seminar, AWI presented awards to key industry players in recognition of their contributions to and promotion of the wool supply chain, highlighting them as leading examples for the industry’s future growth and competitiveness. More than 100 Woolmark licensees in China recently gathered to learn more about the opportunities for wool in the region and in turn increase the demand for the fibre. More than 100 Woolmark licensees in China gathered for an annual seminar to exchange ideas about the wool industry. CHINA LICENSEES CHAMPION WOOL THE WOOLMARK BRAND The Woolmark brand and The Woolmark Company are owned by AWI. The Woolmark brand provides a unique, global fibre quality assurance scheme for manufacturers and consumers alike. No other fibre offers this type of scheme. The value of the Woolmark brand is well established and highly regarded across the world in the apparel, interior textiles and home laundry sectors. Since the creation of the original logo in 1964, more than five billion products have carried the Woolmark logo as a symbol of fibre content and quality assurance Through the Woolmark Licensing Program, Woolmark certification allows licensees to use a Woolmark logo, Woolmark Blend logo or Wool Blend logo depending on the fibre content of their wool products. The Woolmark logo provides consumers with guaranteed fibre content and an assurance of quality. The Woolmark brand is backed up by technical specifications for a wide range of wool products and wool care products and stringent testing carried out by independent authorised laboratories. The income from the sales of Woolmark licenses to companies provides AWI with about ten per cent of its revenue each year, which it invests into further marketing of Australian wool. As well as being essential to the Woolmark Licensing Program, the Woolmark brand is central to most of the marketing that AWI does to build the demand for Australian wool. MORE INFORMATION www.woolmark.com A fashion show at the seminar highlighted recent innovations within the wool industry. 10 OFF FARM
In the Shops - September 2016