HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2013
1818 OFF-FARM In recent months AWI category manager for Interior Textiles, Ingrid Oomen, has been working alongside AWI’s marketing team to create a host of marketing collateral dedicated to this increasingly important category. NEW MARKETING COLLATERAL New pieces of collateral have been created for Woolmark licensees and their clients, as well as consumers. This includes flyers about the benefits of wool for bedding, carpets and interior textiles generally, as well as a guide that explains how to safely clean stains from wool carpets. Presentations on the benefits of wool for bedding and carpet have also been created to help AWI staff strengthen key account relationships with manufacturers and explain the support that AWI can offer them. With about 90 per cent of Woolmark’s interior textiles licensees from the bedding sector, it is important to generate up-to-date information not only about wool’s natural benefits but also report on scientific studies that support marketing statements about the beneficial aspects of wool for a better night’s sleep. “The creation of this new collateral, including new images, allows for relationships to be strengthened and for new ones to form,” Ms Oomen said. “It is important we have up-to-date information on hand in this increasingly important category and ultimately we hope to boost the demand of Australian wool that is of a broader micron. “This collateral along with AWI’s presence at high-profile trade shows, such as Heimtextil in Germany at the start of year, ensures that interest in the sector continues to grow.” TRADE SHOWS According to Woolmark licensees that attended this year’s influential Heimtextil trade show, the demand for wool in the interiors sector is strengthening despite the challenging economic climate. Heimtextil is the biggest international trade show for home and contract textiles. At the show, AWI co-hosted the Wool Arena – a focal point for the industry to promote wool. AWI, along with Woolmark licensee co-exhibitors, showcased the superior natural benefits of wool to visitors. Suppliers, buyers, designers and retailers along the wool pipeline could meet to discuss new, innovative products and technologies. THE WOOL LAB FOR INTERIORS To help support the market for wool interiors, AWI also this year launched the inaugural edition of The Wool Lab Interiors – a guide to the best wool textiles and the most interesting and innovative applications of wool in the furnishing and interior textile sectors. Since the launch of The Wool Lab Interiors at Milan Design Week in April, the guides have also been exhibited at Intertextile Shanghai Home Textiles in August and will this month be shown at Decorex in London. According to Ms Oomen the launch has been a success and AWI’s key account managers are establishing relationships with new clients. More information: www.woolmark.com/working-with-wool/ interiors September 2013 BEYOND THE BALE Promoting wool for interior textiles FAST FACTS l AWI’s interior textiles program specialises in building demand for wool products in the bedding, carpets and furnishings sectors. l New marketing collateral highlighting the key benefits of wool in these sectors has been created, as well as funding for scientific studies that support marketing statements. l The launch of The Wool Lab Interiors this year has helped put wool in the spotlight particularly for high-end furnishings. AWI’s interior textiles program specialises in building demand – from manufacturers and consumers – for wool products in the bedding, floor coverings and furnishing segments of the interiors market. These sectors support the proportion of the Australian clip that is broader micron or crossbred wool. AWI’s interior textiles program aims to showcase and inform designers, manufacturers, architects, retail staff and consumers about the benefits of the use of wool in interiors. Retail staff explain the benefits of Woolmark certified wool bedding products to customers.