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Beyond the Bale : June 2018
The upgraded website presents the full farm-to-fashion spectrum of The Woolmark Company’s marketing and R&D activities across the globe. The aim of the Woolmark.com website is to, firstly, inspire companies along the textile production chain to choose wool, in preference to other fibres, in the manufacture of their products – and secondly, provide an engaging place for consumers to learn about the true substance of Australian wool and thereby increase demand for the fibre. The new website is split into several key categories that represent different aspects of the business: • Innovation – including key seasonal developments, and manufacturing systems and processes • Education – programs for students, seminars and events, washing and care instructions, and fibre provenance • Collaboration – fashion, sports, interiors and Woolmark licensing. The viewer is presented with an abundance of engaging multimedia experiences, including articles, fact sheets, videos, image galleries, and custom-built technological functions. ENGAGING CONTENT AND FEATURES Innovative and engaging ways that the information is displayed include: • an interactive traceability map – whereby visitors can ‘visit online’ wool- growing properties to learn more about the work being done within the areas of sustainability, animal welfare and conservation • a stain removal ‘slider’ – presenting visitors with an animated step-by-step guide to washing their wool garments • optical zoom features – presenting The Woolmark Company’s latest fibre and manufacturing innovations in hyper-detail. Through the relaunch of its flagship website Woolmark.com, AWI’s marketing arm, The Woolmark Company, is offering both trade and consumer audiences a content-rich digital experience of Australian wool to help increase demand for the fibre. According to The Woolmark Company’s Global Content & Creative Manager, Mitchell Oakley Smith, the relaunch of the company’s flagship website was a logical step in encouraging worldwide consumer reappraisal of the fibre. “Our company undertakes significant projects within the fashion and textiles space, both at a consumer-facing marketing level and at the R&D stage, but digital design has evolved at such a rate that our existing website was capable of telling only half the story,” he said. “Now, we can truly educate and inspire audiences, no matter their location, language or specific point of interest in our supply chain. The past year has seen a major refinement of wool’s brand image in the consumer market, particularly with the global discussion around the sustainability of fashion, and our new website appropriately reflects that shift.” WORLD CLASS The new website is built to offer content in seven languages – simplified and traditional Chinese, Japanese, Korean, Italian and French accompany English – based on the viewer’s geographical location. The second phase of the new website will include audience profiling to personalise content to the viewer’s specific interests. “It was important to us to unify our digital offering into a single platform that would underpin and connect everything we did going forward,” said the company’s Global Digital Manager, Damian Madden. “More than just a website refresh, we wanted to create a world-class digital offering that told the wool story in a way that would connect with our many customers, regardless of their need or place in the industry. “The new website features a simplified structure, personalisation and targeted connection to our offices, meaning we can not only now more effectively tell the story of wool but that we are set up to ensure we are ready to engage with the next generation of customers.” More information www.woolmark.com NEW ONLINE EXPERIENCE FOR WOOL'S CUSTOMERS The new Woolmark.com website is optimised to be read on desktop/laptop, tablet and mobile devices. OFF FARM 13