Australian Wool Innovation (AWI) is taking Merino to retailers of the world in a series of workshops, further strengthening its commitment to promoting the fibre in an international arena.
The workshops expose key retailers to innovative Australian Merino products, its applications and benefits.
"Australian Wool Innovation (AWI) can provide business partners with technical knowledge, such as how to dye, spin and finish; where to source fibre, yarn and garments; and knowledge of how to enhance wool's properties by making it easy-care and softer," said Jimmy Jackson, AWI Global Product Development Manager.
"We can also help retailers and brands to successfully communicate to the consumer through the development of product brand names, hang tags, point of sale display information and public relations."
AWI is also holding one-on-one workshops with business partners to keep them fully updated on trends and development, and to assist with marketing strategies.
Global retailers involved in the workshops include Bennetton, E. Zegna, Marks and Spencer, Jigsaw, Banana Republic, Laura Ashley and Armani. In Australia, Country Road, Kookai, Sportscraft and Myer all participated.