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World Wool Award
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Jury Meeting
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The IWTO World Wool
Award Jury Meeting took place in Brussels, on 27th January 2005. During
the whole-day meeting the jury members have discussed the strong and
weak points of presented projects. They have pointed out unanimously
that, although the majority of presented works was very interesting and
impressive, the weakest problem of the competition was the lack of
marketing and promotion ideas. As the selling process of wool should
increase, it is required to combine style and fashion with marketing
actions.
“We need more emotions. Give wool a feeling,
give wool a heart”, they said.
Jury Members Studying the Projects
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Display of Projects |
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Discussions |
Display of Projects |
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Jury Members
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Georg Steffens,
The Woolmark Company |
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The entries for
the first edition of the World Wool Award have surpassed my
expectations. They have covered the whole broadness of the wool
pipeline, from the perfect product and marketing concept “Loden”
to the unique innovative material designs. As to the category “
Concept, Innovation & Extension”, it was quite clear to identify
the winners. On the contrary, whilst choosing the laureates in the
category Fashion & Design” and “Marketing & Promotion”, the
majority voting of the jury members was deciding. Each time
interesting and vital discussions have preceded the selection of
the final favourite. This is evidence of the qualitative level of
the entries. It was not easy for us to determine the winners. What
I have found very impressive was the global participation in this
project. I enjoyed seeing that so many talented young people
adopted new wool in their projects. It proves definitely that wool
is an innovative fibre and has for sure a good future with help of
such talents. |
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Dr. Ulla Ertelt, HML – Fashion Marketing
The international jury has worked together fantastically. Because
of the fact that each and every jury member comes from a different
working area, the discussion results were very interesting as well
as the selection opinions to nominate the laureates. The winners
have been selected with an astonishing agreement by all jury
members.
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Miguel Ribe Muntanyola,
Entrepreneur
It was a real pleasure for me to participate and to be able to
discuss with different people involved at some stage with the
fashion/textile pipeline, the level and professionalism of the
different projects were of a very high level. Hope this initiative
becomes a classic in the “wool world” ...we should approach wool
to the new designers and the consumers!!! |
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Daniela
Zimmermann, Designer
It was a very
good meeting with interesting jury members coming from different
fields of textile sector and having different backgrounds, which
have provoked stimulating discussions. The final selection of the
winners was not easy and they have been carefully examined and
evaluated. Standing out was the fact that the full potential that
wool has as a sensual product to sell well has not been exploited.
It seems that something can still be done in the marketing sector.
Therefore I hope to meet somewhere seductive attracting wool
publicity. |
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Ilona Schulz, TextilWirtschaft
In
a time in which wool is again playing a very prominent role in
fashion (women’s and men’s wear), the timing for the World Wool
Award is absolutely perfect. The Jury Meeting was very interesting
and inspiring for me. The composition of the Jury Members coming
from different countries, professions, and of different ages, as
well as exchange of ideas and opinions with the Jury Members was a
real enrichment. The majority of the projects were of a very high
level. I think that it would be exciting to keep observing the
candidates, even the ones that did not win e.g., from South
America. How are fashion and marketing interpreted and implemented
in the other parts of the world? How do young people in Asia and
their perception of the fashion continue developing? What happens
in Australia?
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Bernd Mertens, C&A
It was
interesting for me as retailer to work on this project, as it
involves the complete supply chain of the textile industry. I have
analyzed the entries under the aspect of consumer orientation and
tried to evaluate the benefits for the consumer - end user of the
products. In my opinion it ought to be mentioned to applicants in
the next edition of the award that they should concentrate more on
benefits for the consumers.
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Louise Barton, Journalist
I
was impressed by the standard and variety of entries, which
came from both established businesses and design students. It was
heartening to see entries from so many countries and the wide
variety of presentational techniques. Our task was not easy. Key
factors in determining the final decisions were the quality of
presentation, product innovation and the ability to work with
colour/shapes. Given the importance of marketing and promotion in
determining the future of the wool industry, we need to encourage
more entries in this category. More entries from my home country,
Australia too - only one entry in 2005 - this was not good enough.
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