Australian Wool Innovation Limited reported that the Australian wool industry should not underestimate the influence of the famous Italian fashion labels on fine wool apparel trends in world retail markets.
This was the message to Merino sheep producers at a forum in Goulburn from Fabrizio Servente, the Marketing and Product Development Director of the Benetton Group, a 5500-store global apparel chain.
"Famous brands such as Zegna, Dolce & Gabana, and Armani continue to grow their businesses at an astonishing rate. These high calibre companies are the showcase brands and drivers of fine wool apparel around the world," he said.
"Imagine the potential of these brands in new markets like China." Mr Servente said that although China took more than half of Australia's wool, there was still huge fine wool manufacturing capacity in Europe and Italy.
"The fine wool apparel industry has stabilised in Europe and Italy recently and this has helped to increase demand for fine wool apparel," he said. "However the key to increased demand is creating value added products."
Mr Servente said he was encouraged by AWI's focus on developing new products in partnership with apparel companies and urged the Australian wool industry to build stronger links with product developers, designers and manufacturers in Europe.
"These are the people who influence the world's fine wool apparel," he said. Mr Servente is in Australia to discuss opportunitiesfor the Benetton Group to work with AWI on the development and marketing of new Australian Merino wool products for the company's global apparel business.
Fine Merino wool will also be a centrepiece of the Benetton Group's 40th anniversary celebrations in Paris in October this year.
Australian Wool Innovation Limited
marketing@alchempro.com
