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Beyond the Bale : September 2013
15 OFF-FARM AWI’s Mothers and Babies program was on show in June at the world’s most important international fashion event for children and teenagers, Pitti Bimbo. Held in Florence, the 77th edition of the show attracted 5800 global trade buyers along with 10,000 international visitors. For AWI, the show acted as a platform to launch its new brand, Woolmark Nurture, and highlight the new set of specifications associated with this brand, ensuring optimum health and wellbeing for babies and children. AWI reinforced its presence at the exhibition with a new stand, conceived to offer a “wool experience” to visitors, mixing science and entertainment to highlight the natural qualities of Merino wool fibre and its benefits in childrenswear. In the new booth, AWI introduced items from the Merino Mini collections which have been created by AWI to showcase product development ideas and innovations to the industry. This was through samples of jersey pieces and bodysuits, knitted pullovers and pants, blankets and other garments, produced using the finest Merino wool. AWI also hosted an industry event on the first night of the show, building and strengthening relationships as well as connecting industry partners to key brands. A joint advertising campaign with Italian luxury children’s brand Il Gufo was also launched, focusing on the wool capsule collection resulting from the collaboration between the two brands, which started in 2012. September 2013 BEYOND THE BALE The partnership has seen the development of a colourful collection of 100 per cent Merino wool jumpers that showcase the natural qualities of the fibre. The campaign represents the positive values AWI shares with Il Gufo, presenting a joyful image of childhood and a modern concept of childrenswear. The campaign was aired globally from August, supporting the launch of the collection in Il Gufo’s eight flagship stores, to more than 750 wholesalers, and in four shop-in-shops, in nine countries. According to AWI Chief of Strategy and Marketing Officer Rob Langtry, it is the common values and beliefs shared by the two companies which provide the backbone to this new campaign. “Il Gufo is a brand with which AWI shares values of excellence, innovation and commitment to quality,” Mr Langtry said. “AWI is proud to grow the partnership with Il Gufo through the launch of a joint international advertising campaign which celebrates the beauty of Merino wool. The campaign is a new step in educating consumers about the benefits of wool in childrenswear. “With the aim to increase the demand for wool, AWI will continue to promote wool in the Mothers and Babies category, supporting the best brands through product development innovations, and educating the supply chain from retailers to consumers.” More information: www.ilgufo.com Nurturing with nature Advertising from the new joint campaign between AWI and Italian children’s brand Il Gufo. FAST FACTS l AWI has reinforced its presence in the childrenswear market, highlighting its new Woolmark Nurture brand and introducing new items to its Merino Mini collection at the Pitti Bimbo trade show. l A joint advertising campaign with Italian children’s brand Il Gufo was also launched, focusing on the wool capsule collection resulting from the collaboration between the two brands. l The partnership is a new step in educating consumers on the benefits of wool in childrenswear.