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Rise in Aussie Merino demand spurs Woolmark to attend CHIC

12 Mar '14
5 min read

"The Chinese fashion market is cluttered with medium to high-end apparel brands," said Youngor Regional Manager Li Chunbao, when the campaign was launched. "We wanted to do something that was interesting and educational, something that would allow us to tell our customers about our quality credentials."

The way the promotion worked for Youngor will be showcased at The Woolmark Company CHIC stand, including the online education program that The Woolmark Company developed to educate Youngor sales staff about Australian Merino to the point where they can answer any question their more discerning and curious customer might ask. The Woolmark Company is now in discussions with other leading Chinese companies that wish to emphasize the use of Australian Merino wool in their collections. 
 
"We're obviously delighted the partnership with Youngor has been so successful and discussions of an expansion of our current relationship with Youngor are ongoing," said Mr Langtry. "What has worked for Youngor, will work equally well for other leading Chinese textile groups and we are pleased to say that discussions are ongoing with several other leading Chinese brands. And Australian Merino wool is one of Australia's precious, natural resources, which has been identified by sophisticated Chinese consumers as a leading ingredient and component of premium and luxury garments."
 
As in previous years, a substantial section of the The Woolmark Company's presence at Chic will be dedicated to "The Wool Lab." Originally conceived as a useful reference source for designers looking for new and innovative fabric design, The Wool Lab has very quickly established itself as an indispensable tool for any designer or manufacturer or retailer who needing to anticipate fabric trends and plan for changing consumer tastes on a seasonal basis.
 
Visitors to The Woolmark Company stand will also get the chance to see fabrics from the exclusive Woolmark Gold range, which made its debut in China last year, and has been described as the world's first international gold standard of fine tailoring. To qualify for Woolmark Gold status a fabric must not only be made of Australian Merino with a width of 19 microns or less (10 times finer than the average human hair) but must also adhere to strict manufacturing criteria which only a small number of weaving companies can meet. 
 
In the past, only a small number of British and European weavers have qualified for membership of this club, but The Woolmark Company will introduce the benefits of Woolmark Gold to leading Chinese luxury menswear brands and is currently in discussions with a view to appointing the first Chinese menswear brand as a Woolmark Gold brand partner.
 

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