AWI's partnership with apparel cos generates new products
13 Mar '06
3 min read
Wool research and development firm Australian Wool Innovation's (AWI) push to build demand for Australian Merino wool is gaining momentum with an increasing number of partnerships with leading global apparel companies to develop and market new products.
AWI Chief Executive Officer Dr Len Stephens told Merino sheep producers at a forum in Goulburn that AWI's experience in China over the past 18 months had convinced him this was the way to build demand for Australian Merino wool.
“If we are to influence markets, then we must work with the key decision makers in the apparel trade and this is exactly what AWI is doing," he said.
Examples of existing partnerships include: • With Hong Kong-based spinner and knitter Novetex, to develop and market a brighter and softer Merino wool yarn for use in ladies knitwear, to be launched late 2006. Novetex forecasts 1.5 million kilograms of the yarn to go into garments each year. • With Chinese manufacturer Haitian, to commercialise 50 per cent wool MerinoActive fleece fabric to be launched at InterTextiles trade fair at the end of March. • With Chinese manufacturer and retailer Heilan to develop and market machine washable wool blend suits for young professionals. The suits, launched by Heilan with AWI marketing support in December 2005, are expected to reach sales of 100,000 per year in two years time. • With Chinese manufacturer and retailer Youngor, to develop lightweight, soft fabrics for womenswear with follow-up AWI marketing support for the resulting retail ranges.
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