Home / Knowledge / News / Textiles / Chinese wool partners see the fibre in its natural state
Chinese wool partners see the fibre in its natural state
Sep '10
Retailers, brands, designers and media representing China's fast growing and innovative textile industry have travelled to experience the Australian wool industry first hand.

Hosted by Australian Wool Innovation, the group is travelling across the country from west to east to meet the people, animals and landscape that define the iconic Australian industry.

“We have been introduced to the benefits of wool having worked with AWI in China. We are now eager to put the natural messages and images of wool at the front of our marketing material and incorporate the fibre as a core pillar of our brand,” said Madame Shawna Tao, Marketing Director of the ICICLE brand.

With a growing domestic demand for quality apparel, innovative Chinese brands are using the versatility of Australian Merino wool for the first time across their ranges of babywear, sportswear, fashion and knitwear. The tour includes representatives from companies such as JNBY, Croquis, Schiesser, EP, Kroceus, Les Enphant and ICICLE with over 3500 collective retail outlets.

“This is an example of leveraged marketing activity. It is a great opportunity for our Chinese partners to gain inspiration from where the fibre begins its journey, to see the science, knowledge and passion involved in growing Australian wool,” AWI acting regional manager Asia Sam Guthrie said.

Those on the tour are reporting live to China via the QQ instant messaging site. It is the most popular free instant messaging computer program in mainland China and forms part of a vast online campaign that will be driven through the promotional channels of each brand partner. The itinerary includes the Perth Royal Show, fashion parades, wool properties in WA and NSW and a demonstration of the wool comfort meter from the Sheep CRC.

The tour follows a separate visit by the Chinese Business Network last week who filmed part of a nine week series focusing on why to dress with style is to dress with wool. This Woolmark Gold series has been commissioned by AWI in partnership with high tier European partners to be broadcast across television, radio, online and print media to a business audience of 66 million viewers within China.

Australian Wool Innovation Limited

Must ReadView All

Textiles | On 20th Jan 2017

TEA expects budget to upscale textile skill industry

The Tiruppur Exporters’ Association (TEA) has requested the Central...

Textiles | On 20th Jan 2017

Bangladesh could earn $60 billion in exports by 2021

Bangladesh is expected to earn over $60 billion in exports by the...

Courtesy: PIB

Textiles | On 20th Jan 2017

Govt to help Tangaliya weavers purchase looms: Irani

Government of India will facilitate Tangaliya weavers in purchase of...

Interviews View All

Smith Vaghasia
Sanado India

Online remains the best destination for shopping

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search