Fabric choice driven by comfort & trans-seasonality
09 Aug '07
1 min read
Information from the largest global consumer research project conducted on the wool industry has been compiled, allowing Australian Wool Innovation (AWI) to recognise buyer behaviour, and make informed decisions towards needs, and drive sustainable growth.
AWI is now able to quantify global trends towards the most rapidly growing sector, casual garments. This area is where AWI aims to concentrate substantial future effort.
AWI was also able to identify that fabric choice is driven by factors of comfort, trans-seasonality, and ease-of-care. More than a third of the population also prefers natural fabric.
Millward Brown undertook the research, sampling 22,000 adults across 10 global markets. The company is one of the world's leading researchers, with offices in over 43 countries and works for 70 of the world's top 100 brands.
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