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Beyond the Bale : April May 2009
2 regulars 10 Profile alexander Wang fashion designer 14 aWi NeWs 15 iNdustry vieW analyst Caroline Gunning-Trant 15 CartooN Paul Zanetti 03 a quiet word from the Board 04 top Japanese retailer backs land management efforts 05 a win for romance 06 australian wool fashion says g’day usa 06 Merino fresh™ takes off in Korea 07 seoul of australia 08 Merino Perform™ takes on the competition 09 from the sheep’s back to the clothing rack 12 a natural instinct for wool marketing 13 Cool under fire 16 dual-purpose sheep reshape studs 18 a measure of comfort 19 Pick of the draft 20 diazinon wet dips illegal as of May 2009 22 lifetime Wool worth millions 22 scanning breeds efficiency 24 sending costs south reader’s photo p15 Would you like to see your on-farm photo published in Beyond the Bale? email@example.com and the best grower photo will appear in the next edition. Cover photo: Model wears Emu Australia’s ‘Paddington’ sheepskin boots, ‘Snapper Rocks’ vest (double-face sheepskin with 10-millimetre wool pile) and ‘Trigg’ scarf (made from Australian Merino wool). send it to Contents JMP lifts Merino sales in Japan its five retail partners after all recorded incremental growth in sales of Australian Merino wool products. The $1.45 million campaign launched in a 2008 saw an 11 per cent increase in Merino wool demand – bucking a forecast decline in national demand of approximately 14 per cent. The five retail partners – Isetan, Onward Kashiyama, Sanyo Shokai, Aoyama Trading and Flandre – sold approximately 600,000 more wool garments than in the previous reporting year. This was made up of 4,000 Australian Merino and 3 million Woolmark® and Woolmark® Blend swing tickets. The nationwide campaign blended a mix of television and magazine advertising, product catalogues, direct mailers, a special educational website, in-store displays and an extensive program of retail sales staff training. The print advertising alone was seen by more than 2.75 million magazine readers, while posters in trains and at train stations accounted for another 41.7 million commuter impressions. Topping these numbers were the 370 million promotional inserts in major newspapers the length and breadth of Japan. In sum, the partners invested a combined total of $5.3 million in media spending. This investment in consumer promotion helped lift the ratio of AWI/partnermatched funding from an original target of 1:2 to an impressive 1:4.7 – affirming the five partners’ commitment to the program and their confidence in its ability to deliver sales growth. Executive editor: Colette Webber, senior project manager – corporate publications AWI, Level 30, 580 George St, Sydney NSW 2000 AWI, GPO Box 4177, Sydney NSW 2001 P 02 8295 3100 F 02 8295 4100 E firstname.lastname@example.org W www.woolinnovation.com Beyond the Bale is published by Australian Wool Innovation Limited (AWI), a company funded by Australian sheep and wool producers and the Australian Government. AWI’s mission is to drive research, development, innovation and marketing that will increase the long-term profitability of Australian woolgrowers. The company invests in products and practices to help woolgrowers reduce the cost of production on their farms, and also undertakes activities aimed at increasing the demand for Australian Merino wool. AWI Helpline, 1800 070 099 Subscription: Beyond the Bale is available free. To subscribe contact AWI: P 02 8295 3100 E email@example.com Beyond the Bale is online at www.wool.com.au Copyright: Material in Beyond the Bale is copyright. Reproduction of the material is encouraged. However due acknowledgement is required. Disclaimer: Information in Beyond the Bale is not intended as professional advice. AWI will not accept responsibility for any liability arising from reliance on the contents. All five partners have expressed interest in further collaborations of this kind with AWI in Japan. “We were very pleased to see consumer communication by our key brands significantly strengthened by the collaboration with AWI,” said Onward Kashiyama’s managing director Akinori Baba, commenting on this year’s outcome. “The print campaign for our flagship brand ICB, for example, which featured the Woolmark® brand, drew a particularly strong response from our retail customers.” AWI’s regional general manager Asia Pascal Senkoff says the JMP has proven the value of such partnerships for growing demand along the supply chain. “Programs like these make good marketing sense,” he said. “They’re a very efficient and costeffective way for us to leverage our own marketing dollars to take the ‘wool is best’ message to consumers.” Beyond the Bale is written and produced for AWI by Coretext Pty Ltd. Editor: Kellie Penfold Creative director: Tim Claeys Coretext, PO Box 12542, Melbourne Vic 8006 P 03 9670 1168 F 03 9670 1127 E firstname.lastname@example.org W www.coretext.com.au Beyond the Bale now includes advertising. AWI is a commercially aware company and the decision to include advertising has been taken as a demonstration of its commitment to provide the best service at minimum costs. Advertising sales: Max Hyde, Hyde Media Pty Ltd P 03 9870 4161 F 03 9870 4163 E email@example.com Advertising is subject to terms and conditions published on the ratecard, which is available from Hyde Media. ISSN: 1447-9680 WI’s Japan Marketing Program (JMP) has been hailed a success by April – May 2009 Beyond the Bale
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June August 2009