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Beyond the Bale : December 2016
Through its inspiring shoots, interviews, profiles, videos and practical guides, the quarterly WOOL magazine showcases Merino wool to consumers in a high-end fashion and lifestyle context. First published in April 2016 by AWI’s subsidiary, The Woolmark Company, WOOL magazine positions Australian Merino wool as a premium fibre in luxury fashion, performance sportswear and interior design. “We show readers the benefits of Merino wool through beautiful, well-made products and a mix of well-known and emerging brands – with the aim to increase demand for the fibre in a truly authentic way,” said WOOL magazine editor Mitchell Oakley Smith. “The Woolmark Company seeks to build demand for Australian Merino wool in the core categories of menswear, such as tailoring, and womenswear by marketing it as a premium ingredient in luxury fashion. In the magazine, we promote the world’s leading and best emerging designers, to educate customers about the benefits of Merino wool and to help influence their end-purchase. “The magazine also regularly includes sports content, profiling major brands working with wool in this category, to better educate consumers on the benefits of Merino wool as a technical fibre that meets their demand for comfort and performance. “Interior designers, textile artists and architects who are increasingly embracing Merino wool for the home – from rugs and carpets to bedding and artworks – are also showcased in each issue of the magazine.” WIDE READERSHIP WOOL magazine embraces innovation in The Woolmark Company’s digital, print and social media platforms. The print edition of WOOL is sent to The Woolmark Company’s extensive global database of partners, including targeted media, International Woolmark Prize alumni, Woolmark licensees and trade. It aims to inspire licensees and potential partners to increase their use of Merino wool, and educate them on the inherent possibilities of the natural fibre and of partnering with The Woolmark Company in its global marketing efforts. The magazine also harnesses the engagement and reach of The Woolmark Company’s extensive social media platforms, connecting with an educated, fashion savvy and socially responsible consumer audience around the world. Through the company’s various social media channels, the magazine reaches 2.8 million people and generates more than 50 million impressions. The magazine is additionally distributed to The Woolmark Company’s monthly WOOL WOOL is a new quarterly magazine published by The Woolmark Company, which promotes the inspiring benefits and qualities of Merino wool to a consumer audience in a way that is accessible, engaging and educational. SHOWCASES AUSTRALIAN MERINO WOOL NEW WOOL MAGAZINE e-newsletter database of more than 50,000 subscribers. Published in English, Simplified Chinese, Japanese and Korean, WOOL magazine’s reach is geographically diverse, amplifying its messaging to a global audience. The top countries in which it is read include India, the USA, Italy, United Kingdom, Australia, Japan, China, New Zealand and Hong Kong. “WOOL magazine has garnered extremely positive industry and reader feedback for its educational and inspirational messaging. Many brands featured in the magazine have shared imagery on their own social media platforms, amplifying our message to an incredibly large and engaged audience,” Mitchell adds. MORE INFORMATION View the magazine online at http://magazine.merino.com. Subscribe to new editions at www.merino.com/wool-subscribe OTHER AWI DIGITAL COMMUNICATIONS AVAILABLE TO CONSUMERS AND TRADE WEBSITES www.woolmark.com (for a trade audience) www.merino.com (for a consumer and fashion audience) VIDEO youtube.com/ thewoolmarkcompany FACEBOOK facebook.com/ thewoolmarkcompany @thewoolmarkcompany TWITTER twitter.com/woolmark @woolmark INSTAGRAM instagram.com/ thewoolmarkcompany @thewoolmarkcompany PERISCOPE @woolmark SNAPCHAT woolmarkcompany 26 OFF FARM
In the Shops - March 2017