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Beyond the Bale : September November 2009
4 SELLING MORE WOOL September -- November 2009 BEYOND THE BALE AWI's general manager of key accounts and innovation, Jimmy Jackson, is a thickly accented Yorkshireman from Bradford who has nearly 40 years' experience working for Australian woolgrowers in the textile trade. Jimmy has just returned from the leading knitwear trade show SpinExpo, held in New York, where the AWI team has been meeting face-to-face with the world's major apparel brands and retailers. Trade shows such as SpinExpo are golden opportunities for AWI to develop business-to-business relationships with the world's leading textile and clothing companies. "The event is like a mecca for leading product developers, textile executives, retailers and merchandisers from across the Americas and further afield," Jimmy says. "We unveiled two new collections, targeting yarn and knitwear buyers for the autumn/ winter 2010 retail season. "July to October is a crucial time in the fashion cycle; it is during this time that retailers and brands in the northern hemisphere collect product ideas, some of which will eventually be in their shops in 18 months time. This is essentially how long it takes for garments to be ordered, manufactured, transported and shelved. "While SpinExpo was important as a launch event for the collections, its real benefit was the introductions it enabled. The follow-up work at retailer workshops with high street brands is where the real product marketing goes on. "The first goal of the AWI global sales team is to present our innovative and Wool: buyers are listening commercial ideas to brands and retailers. We will then work with supply chain partners to help transfer the technology and innovation to develop the products with a decision surrounding any new product range around Christmas time and the orders in February." The two new collections launched by AWI at SpinExpo New York were the Merino TouchTM collection and the Merino Casual collection, which take advantage of two strengthening consumer trends: the love of affordable luxury, and the casualisation of fashion (see page 5). A range of new wool/cotton blend yarns from major manufacturer the Esquel Group were also unveiled by AWI at SpinExpo New York (see page 7). More information: www.wool.com/market KEY POINTS l AWI has launched two new collections to take advantage of two strengthening consumer trends: affordable luxury, and the casualisation of fashion. l AWI attended the leading trade show SpinExpo, in New York, to introduce buyers in the lucrative Americas region to Merino wool. l AWI works with supply chain partners to help transfer the technology and innovation to develop brands' apparel products. USA FACTS lTheUSishometomanyofthe largest international brands that dominate global apparel markets. Many of these companies are headquartered in the US but have business networks that cover the globe. l The US consumer market, along with that of China, has been a major driver of global wool demand in recent years. l The US is the third-largest retail market for apparel wool after China and Japan, and the second-largest market for wool in total after China. AWI regional general manager Edwin Nazario (left) explaining the beneficial properties of wool to an attendee at SpinExpo, New York.
June August 2009