IMPRESSIONS from a Cross-section

Sector Pulse
Mr. Stuart McCullough
Mr. Stuart McCullough
Australian Wool Innovation

Company Details

Business Area:
research, development and marketing of Australian Wool
AUD 73 million


How do you see the wool industry faring globally?

The state of the global economy is of significant concern. Demand for Australian wool is relatively strong and prices comparatively good but the future is uncertain. Wool production in Australia is slowly rising from a near century low and wool prices, in general, are enjoying a rare and sustained run of good demand, offering profitability for producers.  

Partnering with hundreds of retailers, manufacturers and brands to roll out our three global marketing campaigns aimed at influencing the demand for wool: Central to this marketing is the use of the Woolmark logo: the most recognized textile brand in the world.

Campaign for Wool:  educating consumers of the natural and renewable attributes of wool.

Merino - No Finer Feeling: building consumer awareness of the fineness and luxurious nature of Merino wool.

Woolmark Gold: the largest ever marketing venture into China, educating the Chinese consumer that to dress with style is to dress with wool.

Australia produces 90% of the world’s fine wool; over 75% of the national wool clip is exported and processed in China where half of this is consumed by a growing middle class. Over 90% of Australian wool is consumed in the northern hemisphere predominantly in countries with cold climates, a large population and the affluence to purchase luxury goods.

Australian wool and more specifically Merino wool has been designed by wool growers over 200 years to be is the finest in the world and is sought after by the world’s leading apparel and interior textile manufacturers.

The global trend towards natural and renewable fibres is assisting us communicate wool’s great attributes across apparel and home textile markets. The active outdoor market continues to grow for Merino and the Mothers and Babies category is also an emerging market segment we are assisting.   

By scheduling our product development and marketing to fit in exactly with the retailer’s fashion calendar, the company has effectively presented and marketed its products to retailers and brands. This year, AWI offices around the globe have also been working with many of their retail partners to help inform and educate their sales staff about the natural properties and benefits of wool.

Very low supply and sustained demand alongside a global trend towards natural and renewable fibres are the key influencing factors and developments affecting global supply and Australian wool prices. Presently 350 million kg of wool is produced annually in Australia, all of which is presently consumed worldwide.


Published on: 06/03/2012

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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