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 22nd Jul 2017

Govt constitutes GST Feedback and Action Room

The Government of India has constituted a Feedback and Action Room...

Textiles | On 22nd Jul 2017

India’s cotton textile exports fell in FY17: Tamta

The overall export of cotton textiles from India declined in 2016-17...

Textiles | On 22nd Jul 2017

Warangal textile park gets environment clearance

The Kakatiya Mega Textile Park, coming up in Warangal district of...

Interviews View All

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Veronique Lee

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

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


July 2017

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

news category

Related Categories:

Planning to Take the Leap towards

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search