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Tasmanian wool warms up Japanese interests

11 Aug '06
2 min read

Japanese interest in Tasmanian wool grows Japanese consumers, clothing retailers, and fabric and yarn manufacturers continue to remain strongly interested in Tasmanian wool and the leading brands that are using the unique product.

These were just two key findings from a recent trade visit to Japan by Roberts Wool Marketing Manager, Eric Hutchinson. Hutchinson said big manufacturers and retailers in Japan have identified the potential of using the brand "Tasmania" in their marketing.

He said they are also looking at how high-profile European brands use Tasmanian wool in their marketing and promotions.

He said the new trends in wool-use in Japan may be a sign of things to come in Australia. "An exciting new product to be launched this year in Japan is Tasmanian wool used in knitting yarn that is targeting the infant-market.

It will be labeled Tasmanian Baby Yarn and is part of a boom in hand-knitting in Japan that has seen annual sales lift by 128% and more than double compared to last summer's sales." Mr Hutchinson said the emergence of knitting cafés and strong media coverage has led the way for this latest craze.

"But it is also serious business with total consumption of hand-knitting yarn exceeding 2500 tonnes." Hutchinson said the Japanese were also keen to link Tasmania's European Union eco-label accreditation to future marketing strategies.

"The various quality assurance and branded marketing programs that Roberts has been working on over the past five years are starting to come together and there is strong recognition in the Japanese market that Tasmanian wool has significant potential in the market."

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