sports merino wool

64 Pages·2017·2.59 MB·English

ISSUE 71 JUNE 2017
PROFIT FROM WOOL INNOVATION
www.wool.com
TENNIS ACE
RAFAEL NADAL
SPORTS
MERINO WOOL
06 36 44
WOOL WEEK MERINO LIFETIME NEW SHED
MARKETING PRODUCTIVITY SHOWS OPTIMISM
www.wool.com/btb
18 C OUNTRY ROAD 36 MERINO LIFETIME
EDITOR WINTER CAMPAIGN PRODUCTIVITY PROJECT
Richard Smith
E [email protected]
OFF-FARM ON-FARM
CONTRIBUTING WRITER
Lisa Griplas
E [email protected]
4 Rafael Nadal and Tommy Hilfiger 32 The Truth About Wool national tour
Australian Wool Innovation Limited
A L6, 68 Harrington St, The Rocks, 5 Farage suits the Sydney Swans 34 Profitable wool in WA’s Wheatbelt
Sydney NSW 2000
GPO Box 4177, Sydney NSW 2001 6 Wool Week Australia 35 MyMobTracker app
P 02 8295 3100
E [email protected] W wool.com 10 Burton and Merino snowboarding 36 Merino Lifetime Productivity update
AWI Helpline 1800 070 099
SUBSCRIPTION 11 XTM’s Merino snow gear 38 Wild dog and fox workshops
Beyond the Bale is available free.
To subscribe contact AWI 12 ORTOVOX traceability campaign 39 New Farmer Footrot Tool
P 02 8295 3100 E [email protected]
14 New knitting technologies 40 Breeding for breach strike resistance
Beyond the Bale is published by Australian
Wool Innovation Ltd (AWI), a company 15 Australian’s Merino tennis apparel 42 Treating lice on pregnant ewes
funded by Australian woolgrowers and the
Australian Government. AWI’s goal is to help 16 GQ China shoots in Melbourne 44 New shed an investment in the future
increase the demand for wool by actively
selling Australian wool and its attributes 16 Wool given the royal treatment 46 Training website to improve shearing
through investments in marketing, innovation
and R&D – from farm to fashion and interiors.
17 Merino wool’s passage to India 47 Code of conduct woolshed poster
COPYRIGHT
18 Country Road’s winter woollies 48 Shear-jitsu helps prevent injury
Material in Beyond the Bale is copyright.
Reproduction of the material is encouraged.
However prior permission must be obtained 20 International Woolmark Prize 49 Shearing showcased to the public
from the Editor.
21 An enduring relationship with wool 50 Sophie Huf: Aussie wool handler
DISCLAIMER
To the extent permitted by law, Australian 22 Smitten with Merino 51 Making More From Sheep
Wool Innovation Ltd excludes all liability
for loss or damage arising from the use of, 23 Huntsman on Savile Row 52 Trends in wool quality discounts
or reliance on, the information contained in
this publication.
24 Double Rainbouu debuts wool 53 Nuffield Scholarships close soon
The Woolmark symbol is a certification mark
registered in many countries.
© 2017 Australian Wool Innovation Ltd. All 25 Ten Pieces: ten out of ten 54 Jackaroo training course to expand
rights reserved.
25 Bradford Textile Society awards 55 Monaro Farming Systems trainee
ADVERTISING SALES
Max Hyde, Hyde Media Pty Ltd 26 Japanese set on Aussie wool 56 EMI’s stellar run continues
P 03 5659 5292
E [email protected] 27 AEG’s care label project 57 Merino segment continues its rise
Advertising is subject to terms and conditions
published on the ratecard, which is available 28 Educating textile students 58 An insider’s view on China
from Hyde Media.
ISSN 30 Hong Kong Wool Resource Centre 59 Market insights from Stuart Ford
1447-9680
31 Wool springs into Korean bedding 60 Woolgrower trip to China
FRONT COVER
Tennis ace Rafael Nadal fronts the latest AWI- 62 Readers’ photos
supported marketing campaign by premium
apparel brand Tommy Hilfiger, stepping out AWI INVESTMENT STRATEGIES
in three Woolmark-certified suits crafted from
Australian Merino wool. See page 4. Marketing Sheep Woolgrower Processing Innovation Business
Production Services & Education Extension Services
WOOL.COM WOOLMARK.COM
To subscribe to the free monthly AWI e-newsletter MERINO.COM
for woolgrowers, and the weekly wool market review
e-newsletter, visit www.wool.com/subscribe facebook.com/TheWoolmarkCompany

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View Beyond the Bale online with image galleries
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and video at http://beyondthebale.wool.com
GD2457
UPFRONT 3
GETTING ON WITH
BUSINESS
We are continuing with initiatives to help increase the
demand for wool through investments in marketing
and R&D – from farm to fashion. Stuart McCullough
Chief Executive Officer
Australian Wool Innovation
POSITIVE WOOL for many producers, but those producers who AUSTRALIAN
fit wool within their business are finding it
PRICES CONTINUE WOOL WEEK
works well and is an important additional
Wool prices have continued their strong enterprise. Given the recent past experience Australian retailers came together for Wool
start to 2017. While the EMI surpassed 1,400c of variable seasonal conditions, plus the high Week which was held in May to coincide
for the first two months of the year, it has input costs of cropping, producers in the with the start of the Australian winter retail
gone on to reach above 1,500c for almost wheat-sheep zone and low rainfall areas are season. An initiative that arose from the global
all of the subsequent three months. We all seeing the benefit of having a wool enterprise Campaign for Wool, Wool Week champions
hope these prices can be sustained over to manage their risk. the eco-credentials of the fibre, making
the long-term to reward the hard work and it the perfect choice for today’s conscious
loyalty that woolgrowers have demonstrated NEW STRAIN OF consumer – for products from luxurious fine
towards the fibre. With supply having not RABBIT CALICIVIRUS Merino wool apparel through to beautiful
diminished, I believe the strong prices are hardwearing interior products for the home.
due to a consistent and steady long-term A strain of rabbit calicivirus (RHDV1 K5) This year, AWI also collaborated with leading
shift in consumer sentiment towards the new to Australia was released in March at shopping centre Westfield for its winter
fibre and appreciation for its premium 550 sites across the country. Laboratory tests fashion campaign, celebrating Australian
natural qualities. With international retail on samples recently collected from dead wild wool, the growers who produce the fibre and
spending down, other competitive fibre rabbits in NSW, Victoria, ACT, Queensland, the designers who use it. It was pleasing to see
prices depressed, four per cent more wool South Australia and Western Australia, so many store fronts promoting wool – we are
on the market this year and wool prices indicate that they had the K5 strain. While fortunate to have great brands to help do this
continuing to go up, we are clearly seeing it is still too early to see how widespread during Wool Week.
genuine and significant demand which the impact of the K5 release will be, it is
demonstrates our market strategies have encouraging to hear that release sites have AWI PODCAST FOR
had an effect. reportedly seen an impressive 42 per cent WOOLGROWERS
average reduction in wild rabbit numbers
UPHOLDING STANDARDS and there has been confirmation that K5 AWI’s free podcast, The Yarn, which was
launched last year, has been well received by
IN THE SHED has already spread from some release sites.
Australian woolgrowers. It is an audio report
This initiative will boost other biocontrol
Adequate numbers of highly skilled activity and help woolgrowers increase designed to be listened to on a smartphone or
professional staff to harvest and handle the their productivity. on a computer, and complements our other
Australian wool clip is vital to the Australian regular communications to woolgrowers such
wool industry. For its part, AWI provides WOOLGROWERS as Beyond the Bale, monthly e-newsletter
funds for shearer and wool handler training, HIGHLIGHTED IN and market intelligence updates. The Yarn
and shearing competitions, to help encourage includes reports from our staff across the
MARKETING
better techniques and professionalism world on marketing initiatives to increase the
in shearing and woolhandling. Just as The source of Australian wool and the demand for Australian wool, plus our on-farm
vital – not only in every shearing shed in stories of the woolgrowers that grow the and off-farm R&D results. I recommend that
Australia but for the entire wool industry fibre are increasingly being used by industry you take a listen. Further details are available
– is woolgrowers having their sheep and at www.wool.com/podcast
partners in their marketing to consumers.
shed well prepared for shearing, upholding
Australian lifestyle brand Country Road and NEW AWI GENERAL
the best in animal welfare, and setting
German mountainwear company ORTOVOX
standards for their entire shearing team. MANAGER, RESEARCH
are two examples of companies that are
Good communication between woolgrowers,
using Australian wool’s provenance story After a thorough search for suitable
contractors and shearing teams is essential,
as a core ingredient in their high-value end candidates for the significant role of General
and displaying the industry’s ‘code of conduct’
product. You can read about their latest Manager, Research, I am delighted to welcome
poster in the shed can help woolgrowers
marketing campaigns on pages 18 and 12 Dr Jane Littlejohn back to AWI. Having
ensure standards are met. Copies of the
respectively. Australian wool has a wonderful previously held the role of General Manager,
poster are available from AWI (see page 47).
story and I am confident that we will On farm Research at AWI, Dr Littlejohn has a
MIXED ENTERPRISES continue to see an increasing enthusiasm strong and proven track record in managing
of leading brands to use the farm to fashion this portfolio and delivering on-farm results
How and where wool fits into a mixed narrative to help market their wool products for woolgrowers. She has spent the past year
enterprise has often been a difficult question to consumers. managing the National Wild Dog Action Plan.
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GAME, SET, MATCH
Tennis ace Rafael Nadal fronts Tommy Hilfiger’s latest
campaign, stepping out in three Woolmark-certified suits
crafted from Australian Merino wool.
AWI has partnered with Tommy Hilfiger comfort and flexibility with the modern,
for its latest THFLEX campaign, as part sophisticated feel of Tommy Hilfiger
of the high-end brand’s Tailored Collection for Tailored,” said Tommy Hilfiger.
Spring/Summer 2017.
“We are honoured that Nadal continues to
Tennis ace Rafael Nadal returns as the face partner with our brand. He is an amazing
of the collection, who for three seasons has athlete and the THFLEX suits perfectly
fronted the THFLEX campaign. The current reflect his modern and effortless approach
campaign takes suiting to innovative new to style.”
heights, unveiling three lightweight, high-
The THFLEX collection is both wrinkle-free
performance, Woolmark-certified suits that
and lightweight, naturally elastic and highly
are perfectly tailored to move and invites
breathable, making it perfect for those on
consumers to ace the everyday.
the go and celebrates Tommy Hilfiger’s long
“Woolmark sets the gold standard for luxury history of weaving athletic influences into
wool and their innovative fabrics blend their designs.
Rafael Nadal wearing one
of the Woolmark-certified
suits in marketing from the
Tommy Hilfiger campaign.
A billboard at Frankfurt Airport in Germany, in situ 2-29 May, in a location that
receives traffic of 3.2 million people per month. There were similar billboards
at the airports in Barcelona and Madrid in April, Amsterdam in May and Paris
Charles de Gaulle during the Roland-Garros tennis tournament 28 May-11 June.
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GAME, SET, MATCH
TO NADAL AND MERINO WOOL
“We’re extremely pleased to partner with built an extensive distribution network
such an authentic brand like Tommy Hilfiger, in more than 115 countries and more
and one which prides itself on quality than 1,600 retail stores throughout North
and attention to detail,” said AWI CEO America, Europe, Latin America and the
Stuart McCullough. “The three suits as part Asia Pacific region. Global retail sales of the
of the THFLEX collection perfectly represent Tommy Hilfiger brand were US$6.5 billion
the innate versatility of Merino wool, and in 2015.
marry together the traditional craft of fine
tailoring with attributes more commonly The three innovative Woolmark-certified
found in performance garments such as the suits which are designed to provide a
flexibility to move.” sophisticated look with a relaxed ease and
comfort are:
The campaign had strong digital support,
with Tommy Hilfiger running a series of THE PERFORMANCE SUIT
‘fun wool facts’ on its social media channels,
including: “Crafted from finest Australian Crafted from 97% stretch wool for ultimate Rafael Nadal during the filming of the Tommy
wool, THFLEX suits are certified by liberation of fit. Unconstructed and unlined, Hilfiger campaign.
The Woolmark Company, which provides a with mesh detailing and pants with a jogger-
mark of quality. Naturally elastic and crease inspired elasticated waistband. THE TRAVEL SUIT
resistant, wool is the original all-natural,
high-performance fabric”. THE ULTRA-LIGHT SUIT 100% wool with natural stretch finishing in
3D knit-style texture. Fully lined and wrinkle
Tommy Hilfiger is one of the world’s most Ultra-light 65% wool-cotton blend, this fully-
free, with lightweight construction.
recognised premium designer lifestyle lined suit jacket weighs less than a shirt.
groups. With the support of strong global Micro-geo jacquard lining, with grosgrain MORE INFORMATION
consumer recognition, Tommy Hilfiger has signature stripe tape details. www.tommy.com
SYDNEY SWANS
DRESS TO IMPRESS IN FARAGE
The latest campaign from
Australian tailor and new
Woolmark licensee Farage –
which is an official sponsor of
the Sydney Swans – showcases
the agility of the AFL players
teamed with the performance
benefits of Merino wool.
Sydney Swans players Dane Rampe, captain Josh Kennedy, Luke Parker and Kieran Jack.
An ew campaign from Australian label are lightweight in construction – about half perfect fit for Farage suits; with their athletic
Farage sees leading AFL players from the the weight of a traditional suit – resistant to build they epitomise the modern-day man.”
Sydney Swans running through Sydney’s CBD wrinkles and water, and are perfectly suited
dressed to impress. to the man on the run.” Farage is the latest brand to join the
Woolmark licensing program, gaining
Swans captain Josh Kennedy and team- Farage’s relationship with the Sydney Swans Woolmark certification across its range of
mates Dane Rampe, Luke Parker and Kieran started eight years ago, when the brand men’s suits.
Jack suit-up to promote the latest range was approached to design suits for all staff
of Farage’s Micro Weight collection, with and players. “For us, Woolmark is all about heritage and
the campaign highlighting similarities authenticity, and it is the most significant
between the performance abilities of these “We then became their official sponsor like-minded Australian brand with global
star players and the technical attributes of four years ago, and now all Swans staff and reach,” says Joe. “Its focus on quality aligns
Merino wool. players are dressed in Farage. The Swans are to us and what I love most is its rich history
so proudly Sydney and with Farage being and provenance.”
“The campaign is very focused on the intrinsically Australian, it’s so important for
performance of wool,” explains Farage owner/ us to align with other like-minded, iconic MORE INFORMATION
designer Joe Farage. “The Micro Weight suits Australian brands. AFL players are also the www.farage.com.au
AUSTRALIA
WOOL WEEK
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Marketing imagery from Westfield’s Winter 2017 marketing campaign, a collaboration between Westfield and The Woolmark Company, which was released
in conjunction with Wool Week. Shot at Anlaby Station in South Australia, pictured (left to right) are: Anlaby co-owners Peter Hayward and Andrew Morphett,
Westfield fashion ambassador Kitty Callaghan, international fashion model Stephanie Field, Kitty’s brother Monty Callaghan, Stephanie’s mother Angela of
Benangaroo Station, NSW, and Stephanie’s twin cousins Macleay and Hudson.
WESTFIELD’S FAST FACTS
• Retailers threw their support behind
WINTER CAMPAIGN Australia’s seventh annual Wool
Week, held last month (13-21 May) to
coincide with the start of the winter
Westfield shopping centres across the country threw retail season, with many having
their support behind Wool Week, promoting the initiative in-store events, window installations
alongside the retail giant’s own Winter 2017 fashion and online promotions.
campaign, which celebrates Australian wool, the growers • An initiative of AWI and its subsidiary
who produce it and designers who use it. The Woolmark Company, Wool Week
arose from the global Campaign for
Wool that aims to educate consumers
about the natural benefits of wool and
Westfield’s four-month winter campaign working together to bring the modern wool increase sales of wool product.
supports local retailers, heroing wool story alive. This campaign gives customers
• The campaign was joined for the
in a curated selection of winter apparel inspiration on how to integrate wool into
second year running by shopping
and accessories. Marketing imagery for their new season wardrobe, alongside a
centre giant Westfield which aligned
the campaign was shot by Westfield at wide range of winter footwear, accessories
its own Winter 2017 fashion campaign
the beautifully restored Anlaby Station in and apparel from a number of Australia’s
South Australia, one of Australia’s oldest favourite brands, all available at Westfield.” with Wool Week to champion the
Merino studs. natural fibre.
Winter apparel from more than 30 retailers,
The campaign features new-season fashion all available to buy at Westfield shopping
worn by real wool-growing families including centres, are featured in the campaign A video shot at the Anlaby Merino Stud was played
on a giant TV billboard by Westfield in the central
Anlaby co-owners Andrew Morphett and including Wool Week partners: Bianca
atrium of its Bondi Junction store.
Peter Hayward, alongside international Spender, Country Road, Jeanswest, Kookai,
fashion model Stephanie Field with her M.J. Bale, R.M.Williams, Rodd & Gunn, Saba,
mother, Angela, of Benangaroo Station in Sportscraft, Cue and Trenery.
NSW – see top image.
“Following last year’s successful
“I’m proud to be a Westfield ambassador and collaboration, The Woolmark Company
to share the important story of Australian has once again partnered with Westfield to
wool-growing families,” said Stephanie. “This shine the spotlight on wool this winter retail
campaign resonates so strongly with me season,” said AWI CEO Stuart McCullough.
and my family because Westfield and The
“In addition, being able to showcase the
Woolmark Company are telling the ‘farm to
best Australian winter fashion on one
fashion’ wool story, recognising the people
of Australia’s oldest Merino farms is
who produce one of the most important
truly a special and unique story. Anlaby
fibres for fashion worldwide.”
Station represents just one of many wool-
Bill Burton, Group General Manager, Brand & growing families across Australia who
Media Experience, Scentre Group which owns work tirelessly to produce this precious,
Westfield, says: “This season, Westfield and innovative and versatile fibre, and we are
The Woolmark Company have partnered to proud to share this story with consumers
celebrate a story of Australian provenance, across the country.
AUSTRALIA
WOOL WEEK
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Ted Baker Sheridan
Jigsaw
RETAILERS
BACK WOOL
WEEK
Australian retailers across
the country took part in
Wool Week, with window
displays and in-store
promotions to educate
consumers about the
natural benefits of wool
and increase sales of wool
product. Here is a small
example of some of the
retailers’ promotions.
SABA Kookai
Myer (pictured is the bedding department) Rodd & Gunn
M.J. Bale
TURN OVER FOR MORE WOOL WEEK NEWS >>
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EXAMPLES OF WOOL WEEK ACTIVITIES
Australian label Jac+ Jack, known worldwide for
their luxury knitwear, released an online video in
line with Wool Week. Educating consumers on how
to properly wash wool, the video uses imagery,
music and story to weave a humorous narrative that
takes you step-by-step through the process of how
to correctly care for your favourite knits. View the
video at www.jacandjack.com
This Giant Sheep installation created by Sam Gazal Installations was on show at Westfield Bondi Junction.
It incorporates a Merino sheep’s head covered in 20 kilograms of wool top, a body made of the latest wool
fashion from Country Road, SABA, Farage, M.J. Bale, Rodd & Gunn and R.M.Williams, and pasture made
of wool felting, knitting and other creative techniques.
In Victoria, Westfield Doncaster commissioned a
stunning 100 per cent Merino wool installation by
extreme knitter Jacqui Fink. It comprised more
than 145 kgs of hand knitted pieces of Australian
Merino wool tops. This picture is taken from a
fascinating time lapse video, available on the
Westfield Doncaster Instagram channel, which
compressed the five hour install into a mere
28 seconds. Jacqui also held some hugely popular
extreme knitting classes at Westfield Bondi
Junction. Source: Instagram
In South Australia, Westfield Marion held a Q&A
with Westfield ambassador and model Samantha
Harris to discuss the latest wool trends. 
Source: Instagram
Country Road’s “Stay ahead of the flock” installation
at Westfield.
For the second year, KPC Yarns held an exhibition in
line with Wool Week along with a series of workshops
to explore artists’ relationships with wool colour. At
the exhibition launch, in Paddington in Sydney, artists
Four handwoven woollen artworks by sisters and foodies Jacqui Fink, Meredith Gaston, Julie Gibbs Smart screens throughout Westfield promoted
Lauren and Kassandra Hernandez of Crossing and Indira Naidoo discussed the healing power of brands selling wool products (example right) and
Threads were on show at Westfield Bondi Junction. stitching, growing and creating in our daily lives. the benefits of wool (example left).
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Sportscraft
www.sportscraft.com.au
Godfrey Hirst Country Road Rodd & Gunn
www.godfreyhirst.com www.countryroad.com.au www.roddandgunn.com
WOOL WEEK ONLINE
As well as promoting their wool products in their ‘bricks and mortar stores’, brands and
retailers also participated in Wool Week online via social media and their websites which
provided consumers with direct links to wool products to purchase online. Here is a small
example of some of the retailers’ online promotions.
#WOOLWEEK Woolgrowers, brands, consumers – they all had the chance
to celebrate Wool Week on social media using the
#woolweek and related hashtags. Here is a small example of some of the images posted.
Amanda Michael Lucy Shorter Tracey Kruger
(‘Carriewerloo Station’, Port Augusta, SA) (‘Boola’, Burren Junction, NSW) (Penshurst, Vic)
LoveMerino Azulant Akora Rodd & Gunn
(Glenwood Merinos, Wellington, NSW) (fashion label, Perth, WA) (featuring Geelong’s Tom Hawkins)
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BURTON AND MERINO
PROVIDE THE ULTIMATE
SNOWBOARD EXPERIENCE
Source: Instagram
Source: Instagram
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Leading snowboarding urc
o
brand Burton has S
expanded its range of
Merino wool apparel
and accessories,
saying “with wool,
Mother Nature got
it right and we want
more of it”.
Source: Instagram
The Woolmark Company’s sheep mascot and
the Woolmark logo was regularly seen by the
public on the slopes and at the Woolmark
booth – pictured here with first place getter
Anna Gasser signing autographs.