How innovative a garment may be, or how high the product quality is… these components are only half the equation.

Marketing support from AWI is a vital tool in ensuring that Australian Merino garments are as successful as they are functional, wearable, fashionable and comfortable.

We work closely with retail and manufacturing partners to ensure that they have the advice and support needed to give each and every Merino product the support required for commercial success.

AWI examines each product on an individual basis, and then works with partners to develop a market strategy that fits best.

For a radically innovative new product, we may think a focus on consumer education is the best strategy. For a product that targets one particular niche in the market, we may adopt a personal communications plan to help sell the range. When launching a product in a crowded market, a strategy that draws attention to the Merino garments in-store may be the best method.

Regardless of the variation in techniques, one thing remains constant: AWI’s wealth of marketing knowledge is available to our global partners, and we are dedicated to providing the best advice to support each Australian Merino wool product.

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