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Beyond the Bale : February March 2009
20 creating deMand Wool offers consumers product security AWI is investing in trend forecasting services to help create demand for Australian Merino in a time of changing economic and social conditions By Catherine Norwood he worldwide economic crisis is expected to see more consumers turning to products that offer them a sense of security and protection, as well as long-lasting value for money. aWi’s regional general manager europe nagy t Bensid says this presents aWi with a valuable opportunity in the promotion of australian Merino. “For consumers, wool has a protective value; it’s a safe option. in difficult times, people look for products they perceive have value and are authentic, and these are qualities associated with wool,” he says. “Wool also answers many environmental concerns, being a natural, sustainable* and biodegradable fibre.” the ability for a company to adapt to ever- changing social conditions, nagy says, is critical to market longevity, and is one of the fundamental reasons behind aWi’s use of trend forecasting agencies to help create demand for australian Merino. trend forecasting involves identifying future and developing styles, especially those relating to fashion and textiles, on which designers may base, for example, their next collection. Following aWi’s acquisition of the Woolmark company in 2007, aWi engaged Peclers Paris, the internationally renowned style and fashion forecasting agency, to provide colour and design trend direction for Woolmark®. this year they will assist aWi’s regional offices in educating Woolmark® licensees on next season’s trends. Offering forecasting services to Woolmark® licensees gives them valuable, advance-market information they may not be able to afford independently. it also helps position Merino textiles at the forefront of their minds as they create their product lines for the future. Peclers Paris is currently working on the trends for the 2010-11 autumn/winter retail season, and has already developed, on behalf of Woolmark®, a concise colour and fabric sampler for a wide range of fashion styles in the men’s and women’s retail markets. the predictions for wool are positive. nagy says heavy overcoats and jackets are expected to feature in natural colour themes. Wool will be a preferred fabric. ? * every year australian merino sheep produce a new fleece, making merino a renewable fibre source. australian woolgrowers actively work to improve efficiency and care for natural resources, pursuing the sustainability of the australian wool industry for generations to come. Trend forecasTer’s Timeline In April 2009 AWI account managers, trained by Peclers Paris, will begin a series of workshops for Woolmark licensees and influential business partners around the world, detailing the colour and fashion trends, and providing fabric samples. Over two months, hundreds of events will be held with representatives from all parts of the global fashion supply chain, including spinners, weavers, designers, clothing manufacturers and leading retailers. By September 2009 the fabrics and sample clothing items designed for the 2010-11 autumn/winter season will be on show at a number of major fashion and clothing industry trade fairs. As of January 2010 design and commercial fabrication of materials and clothing will be under way. Items will appear in stores in the US in July and August 2010, and in European stores in September and October 2010. Trend seTTers Established in 1970, Peclers Paris is a world-renowned style and innovation agency. It analyses social, cultural and market trends, along with cutting-edge design in fashion and other fields. The company’s mission is to forecast mainstream fashion, colour and design developments, particularly in North American, European and Asian markets. Peclers Paris produces comprehensive guides to unfolding trends, which are used to inspire new products, including textiles, for example, in the form of a toolkit for developing new fashion ranges. It also consults on product development, from concept through to marketing, although only forecasting services are being provided to AWI under current arrangements. The trend guides are produced with four themes and include fabric patterns and textures as well as colours and clothing designs. For autumn/winter 2009- 10, Peclers Paris has forecast the following themes: l streamlined. This theme is a continuation of the futurist movement of past seasons, set in a modern context. l daily eccentric. Targets consumers who like to personalise outfits, and encourages eccentricity in daily lives in place of a specific trend. l arctic attraction. Takes its cue from lost worlds, new territories, and icy continents, and focuses on ‘the rare’, ‘the precious’ and ‘the exceptional’. l made on earth.With the climate changing and natural resources rarer, this theme sees garments composed for a new environment – with greens and browns, vegetation camouflage, wools, cottons and worn materials dominant. “ For consumers, wool has a protective value; it’s a safe option. in difficult times, people look for products they perceive have value and are authentic, and these are qualities associated with wool.” – caTherine norwood – nagy bensid More information: Peclers Paris, www.peclersparis.com February – March 2009 Beyond the Bale
Dec 08 - Jan 09
April May 2009