ISSUE 66 MARCH 2016 PROFIT FROM WOOL INNOVATION www.wool.com MERINO, AUSTRALIA'S OWN POT OF GOLD 04 18 30 INTERNATIONAL SPORTSWEAR WHAT THE TOP WOOLMARK PRIZE MARKET GROWS FARMERS DO WELL 6 IWP WINNER 30 WHAT TOP FARMERS WOMENSWEAR DO CONSISTENTLY WELL EXECUTIVE EDITOR Richard Smith E [email protected] A AWI Marketing and Communications OFF-FARM ON-FARM L6, 68 Harrington St, The Rocks, Sydney NSW 2000 GPO Box 4177, Sydney NSW 2001 4 IWP 2015/16 menswear final 28 Sheep in the sheep/wheat zone P 02 8295 3100 E [email protected] W wool.com 6 IWP 2015/16 womenswear final 29 Woolgrowing proves its worth AWI Helpline 1800 070 099 8 IWP expands globally 30 What the top farmers do well SUBSCRIPTION Beyond the Bale is available free. To subscribe contact AWI 8 AWI invests in leading fashion 32 Fly and lice treatments P 02 8295 3100 E [email protected] 9 IWP alumni continue with wool 34 Footrot eradication requires dedication Beyond the Bale is published by Australian Wool Innovation Ltd (AWI), a company 10 Chinese Nanshan discovers superfine 36 Wild dog coordinator in WA funded by Australian woolgrowers and the Australian Government. AWI’s goal is to help 11 Anthony Squires: an Australian first 37 Wanted! Photos of exclusion fencing increase the demand for wool by actively selling Merino wool and its attributes through 12 Marks & Spencer: massive wool users 38 Guardian dogs protect flocks investments in marketing, innovation and R&D – from farm to fashion and interiors. 13 Ambassador's project with Savile Row 40 Portable electric shearing equipment COPYRIGHT 14 Korean sales boosted by campaign 41 Shearing school at Rylington, WA Material in Beyond the Bale is copyright. Reproduction of the material is encouraged. However prior permission must be obtained 15 ICICLE: all natural Chinese brand 41 Aussies’ shearing win at the cricket from the Executive Editor. 16 The Berlin Wool Lab Project 42 Case study: fertility drives profitability DISCLAIMER To the extent permitted by law, Australian 18 Growth of wool in sportswear 43 Mob size and lambing project Wool Innovation Ltd excludes all liability for loss or damage arising from the use of, or reliance on, the information contained in 20 Merino felt luxury bags 44 Drones monitor lambing ewes this publication. The Woolmark symbol is a registered 21 Promoting Merino wool in India 45 Tom Tourle: Young Farming Champion trademark of The Woolmark Company Pty Ltd. © 2016 Australian Wool Innovation Ltd. All 22 Wool4School in Girlfriend magazine 46 National Merino Challenge 2016 rights reserved. 23 New York students visit Australia 47 Breeding Leadership course 2016 ADVERTISING SALES Max Hyde, Hyde Media Pty Ltd 48 IWTO 2016 Congress in Sydney P 03 5659 5292 24 Turkish students learn about wool E [email protected] Advertising is subject to terms and conditions 25 Mastering Merino with Missoni 49 New World Merino Insight published on the ratecard, which is available from Hyde Media. 26 Godfrey Hirst’s wool carpets 50 Corriedales on show ISSN 27 Interest in wool interiors grows 51 Wool Selling Systems Review 1447-9680 FRONT COVER 52 Market Intelligence This wonderful image was taken by Annabel Lugsdin from Hay in NSW. Annabel was one 54 Market insights from Peter Ackroyd of the participants at the Breeding Leadership AWI INVESTMENT STRATEGIES course last month (see page 47). Annabel is also a 55 Readers’ photos keen photographer and has a website Bel's Rural Photography ( www.belsruralphotography.com) On-Farm R&D Off-Farm R&D from which this and many other great images (prints and cards) can be purchased. Marketing Global Business Services WOOLMARK.COM MERINO.COM WOOL.COM facebook.com/TheWoolmarkCompany To subscribe to the free monthly AWI e-newsletter for woolgrowers, and the weekly wool market review e-newsletter, visit www.wool.com/subscribe twitter.com/woolmark twitter.com/woolinnovation instagram.com/TheWoolmarkCompany youtube.com/AWIWoolProduction youtube.com/TheWoolmarkCompany View Beyond the Bale online with image galleries BtB and video at http://beyondthebale.wool.com GD1930 UPFRONT 3 GETTING ON WITH BUSINESS We are continuing with initiatives to help increase the demand for wool through investments in marketing Stuart McCullough and R&D – from farm to fashion. Chief Executive Officer Australian Wool Innovation WOOL SELLING INTERNATIONAL WOOL IN SPORTS/ SYSTEMS REVIEW WOOLMARK PRIZE OUTDOOR/ATHLEISURE The independent panel commissioned by The womenswear award and the menswear APPAREL AWI on behalf of Australian woolgrowers to award of the 2015/16 International AWI continues to cement Merino fibre’s examine the wool selling system has issued Woolmark Prize were both held earlier presence in the sports and outdoor market, its final report which includes a number of this year. The interest in these awards collaborating with leading manufacturers substantial findings and recommendations. from fashion communities and media and brands to promote the natural benefits This very significant review was conducted globally continues to be phenomenal of wool as a performance fibre. A majority at arms-length to AWI. It involved almost 100 which is important to help increase the of the world’s leading outdoor brands now submissions and many more issues raised global demand for Australian wool. It is incorporate Merino wool innovations in from a wide variety of viewpoints and much helping put wool back on the agendas their collections – and brands’ designers and discussion and debate. This review explores of fashion designers across the world, developers continually seek our advice and some great opportunities to reduce the cost of and consequently into retail stores for assistance in incorporating or extending selling wool for growers, reduce the barriers consumers to purchase. The winners have their product ranges with Merino wool. for those wanting to buy wool and help bring the opportunity to be stocked in the most Merino wool’s ability to combine comfort the wool industry into the digital age. important retailers around the globe and flexibility with casual elegance, is including David Jones in Australia. also making it well placed to cater to the NEW WILD DOG growing market for ‘athleisure’ – a term COORDINATOR FOR PROVENANCE OF used for activewear that can be used for WESTERN AUSTRALIA AUSTRALIAN WOOL non-active and casual, everyday use – with The provenance of Australian wool and the a modern, comfy and stylish look. A wild dog coordinator has been appointed unique heritage we have with more than to help reduce dog predation in sheep 200 years of growing the fibre continues to 2016 IWTO CONGRESS producing areas of Western Australia. The be of great relevance to industry partners IN SYDNEY position in Western Australia complements and consumers. We have seen many brands the AWI-funded wild dog coordinators The International Wool Textile Organisation’s use ‘the farm to fashion story’ as a core currently operating in western NSW, north- (IWTO) annual Congress will be held in ingredient in a high-value end product. eastern NSW, Victoria and Queensland. The Sydney next month, 4-6 April – with the And there continues to be an increasing purpose of wild dog control coordinators theme of wool for future generations. There willingness of leading brands and key media is to work with woolgrowers and other is still time to register your attendance and in partnering with AWI to describe to their livestock producers, public land managers, be part of this global get-together of the consumers the benefits wool brings to their industry bodies, government departments wool supply chain. Featuring presentations apparel products. and other stakeholders in reducing the from local and international speakers, impact of wild dog predation on livestock. the program covers global consumer and INTERIORS retail trends for wool, market intelligence, trade, economic sustainability, woolgrower THE NEXT GENERATION The woollen interiors sector remains technology, education for future generations strong, according to Woolmark licensees at AWI offers a range of professional and and much more. this year’s influential Heimtextil trade show. leadership development opportunities to This is good news for growers of broader young people who are following a career micron and crossbred wool. As in previous pathway in wool, through initiatives including years at Heimtextil, AWI co-hosted the the National Merino Challenge, the Breeding Wool Arena – a focal point for the industry to Leadership program, the Young Farming promote the fibre at the show – highlighting Champions program, and scholarships the superior natural benefits of all wool. through bodies such as Nuffield Australia. New collections and product ranges for Our funding in these programs aims to help babies and children were seen this year at improve the engagement of young people various bedding producers. Other trends interested in the wool industry, thereby include wool waddings for mattresses and developing and retaining the knowledge and wool balls for filled wool bedding which skills the wool industry needs to be innovative were in high demand. in response to new challenges. 4 OFF FARM Emerging designer Suket Dhir (centre) flanked by models wearing the winning collection after his eponymous label won the menswear edition of the International Woolmark Prize in January. PHOTOS: Studio Nonamephoto Firenze INTERNATIONAL WOOLMARK PRIZE MENSWEAR AWARD Indian label SUKETDHIR has won this year’s International Woolmark Prize menswear competition, presenting a Merino wool capsule