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US consumers prefer quality –Perfect for Woolmark!

11 Jul '06

3 min read

Luxury apparel shoppers in the US are more impressed by quality than designer names, a new survey has shown, providing positive indicators for consumption of wool.

“Cotton has always been king of the mass market in the United States,” says The Woolmark Company's Executive Director, Brenda McGahan. “But wealthy consumers in the US are happy to pay higher prices and make their purchase decisions on perceived value and style.

“They are a market segment ideally suited to 'investment' dressing – that is, good suits for work and upmarket apparel that may cost a little more, but looks stylish and represents quality for years to come.”

The survey of US apparel consumers was conducted by business consultancy AlixPartners and reported on the website of respected apparel industry commentator, Worth Global Style Network. The survey found that product quality was the top requirement of a purchase, followed by experience, access and price. Designer names were ranked as the lowest priority.

“This is a good result for Merino wool,” adds Brenda McGahan. “The United States is the second largest market after China for raw wool, consuming more than 148 million kg clean in 2005."

"Their luxury shopper segment is amongst the most discerning and informed in the world. The fact that they choose quality is great positioning for wool and the Woolmark – the global apparel brand renowned for its credibility and value.”

It is no accident that as part of the forthcoming ground-breaking Test Marketing Project (TMP) - funded to the tune of US$6.6 million by the global wool industry via three peak industry bodies:

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