Amazon challenges AWI marketing strategy

Annabelle Cleeland
Updated December 4 2017 - 1:07pm, first published December 1 2017 - 6:30am
The online giants entrance into the Australian retail market is challenging AWI's traditional marketing approaching which includes swing tags on garments and in-store promotions.
The online giants entrance into the Australian retail market is challenging AWI's traditional marketing approaching which includes swing tags on garments and in-store promotions.

Traditional marketing of Merino wool is under review as the US online giant Amazon’s entrance into the Australian retail market challenges the reliance on bricks-and-mortar retailers.

Annabelle Cleeland

Annabelle Cleeland

National Sheep & Wool Writer

Annabelle Cleeland is Fairfax Media’s national sheep and wool writer. Annabelle joined the Fairfax team in 2012 to nurture her love of Australian agriculture. She began as the Victorian western district reporter at Stock & Land before taking on a senior position as a journalist reporting on all industries statewide. Annabelle’s appetite to report on issues which affect the sheep and wool industry has seen her travel to many parts of Australia and abroad. She is excited to spin industry yarns during a period of substantial demand for the sheepmeat and wool industries. Annabelle enjoys horse riding and climbing mountains, and is a lazy supporter of the Geelong Football Club.

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