AWI calls for market partnership to support Aussie Merino woolgrowers
11 Nov '05
3 min read
Research & development organization Australian Wool Innovation Limited (AWI)'s Trade Development General Manager Pascal Senkoff stated that the company is forging business partnerships with decision makers through the apparel supply chain using knowledge, innovation and market support.
He stated that sheep producers at a forum in Adelaide that AWI had to work with businesses in the supply chain if it was to build demand for Australian Merino wool.
People don't walk into a shop saying that he thinks he will buy something woollen today', they walk into a shop to buy a particular brand, or clothes that look and feel good. That is why AWI is investing heavily in business partnership through the supply chain – with the decision makers, the manufacturers, retailers and designers.
They have the knowledge, innovation and market support to help them sell more Australian Merino wool products – and that is good for both their business partners and Australian woolgrowers.
He included that they have the knowledge of Merino wool and its qualities, they work with them to come up with innovative fabrics, yarns and manufacturing processes, and they provide the marketing support to help convince their customers of the benefits of buying the end products.
The strategy is paying off, with more and more businesses wanting to work with them. Much of AWI's business to business strategy had focused on China in the past 12 months, with the AWI's "on the ground" representation increasing from one to seven people, with an office opened in Shanghai.
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
