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Beyond the Bale : September 2018
OFF FARM 35 AWI’s new virtual and augmented reality apps are complementing traditional ways to educate the textile trade and consumers about the benefits of Australian wool and the latest innovations with the fibre. DIGITAL APPS EDUCATING NEXT GEN CONSUMERS AWI is continuing to implement best digital practice across the business, creating a culture of innovation that is not only helping to identify potential growth markets and opportunities but new ways to engage with consumers. As consumer patterns change and the next generation of millennial and Gen Z consumers come into their own, this strategy is proving increasingly important. AWI is therefore investigating projects covering topics like New Retail, Home Automation and Voice, Integrated Technology, Artificial Intelligence, Augmented Reality, NFC and Smart Tags as well as additional Fashion Tech positioning. VIRTUAL REALITY In June, AWI released a virtual reality experience of viewing five of its fabric innovations: footwear, seamless, OptimTM, wool wadding and wool denim. In the AWI’s new augmented reality app lets users discover the benefits of wool and the latest innovations via a superimposed 3D image on their smartphone. FIGURE 1: Eczema Area & Severity Index (EASI) scores for the two groups FIGURE 2: Dermatology Life Quality Index (DLQI) scores for the two groups Standard Clothing First Wool Clothing First EASI Change to wool clothing Standard clothing Wool clothing Change to standard clothing Time Point (weeks) EASIscore 0 3 6 9 12 0 3 6 9 12 0 3 6 DLQI Time Point (weeks) DLQIscore 0 3 6 9 12 0 3 6 9 12 0 3 6 Standard clothing Change to standard clothing Wool clothing Standard Clothing First Wool Clothing First Change to wool clothing Woolmark VR app, users can tap into the benefits of each innovation, discovering what makes them so unique. AWI has also released a ‘virtual reality farm tour’ in which users are ‘transported’ to an Australian sheep farm to visually experience first-hand the source of Merino wool. These VR experiences follow AWI’s partnership with National Geographic in December 2017 to launch a virtual reality experience of explorer Pete McBride sharing the benefits of wearing Australian wool apparel on one of his adventures in Colorado. These three virtual reality experiences can be downloaded for free from the Apple App and Google Play stores (search Woolmark VR). AUGMENTED REALITY Augmented reality technology shows a computer-generated image superimposed on a view ‘through’ the viewer’s smartphone. Woolmark AR is an augmented reality app, designed to provide viewers with a quick and easy way to communicate the benefits of wool – along with some AWI innovations, such as wool footwear – in an interactive and visual way, wherever you are. AWI is looking at further ways to use augmented reality in its educational and marketing activities. Woolmark AR can be downloaded for free from the Apple App store (search Woolmark AR).
In the Shops - September 2018