“The recommendation of the TMP is to continue the marketing work, but in more targeted ways by selecting specific retail and brand partners; with a commitment of about $US250,000 per partner,” said Mr van Rooyen.
“There are some elements of the TMP that are more cost effective, such as staff training and targeted in store product marketing; and AWI will continue to support these types of activities. There has been very good collaboration across the international wool industry, to market our fibre in the United States.
“I think these results show a strong future for wool. With targeted marketing and education of the end-consumer, it is possible to build demand for this premium fibre.”
Australian Wool Innovation Limited
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