Beyond the Bale - Issue 25 - Merino that travels, even back in time
AWI has developed two new textile products, Merino Travel and Merino Retro, in collaboration with two of China's largest fabric manufacturers
Two new Australian Merino wool products have taken centre stage at October's Intertextile Fabrics Fair in Shanghai, highlighting AWI's collaboration with key Chinese manufacturers. The launch of the two textile innovations – Merino Travel and Merino Retro – builds on the strong reputation Australian Merino wool products have established in the fast-growing Chinese market.
Picture right: Merino Retro is a world-first textile combining a vintage look with the versatility of a modern fibre.
Intertextile is one of the world's leading apparel textile trade fairs, providing buyers with an unsurpassed opportunity for sourcing, networking and information gathering. This year, Intertextile overtook Paris's Premier Vision as the biggest trade fair of its type, hosting 52,265 visitors, an increase of 15.8 per cent compared to 2005.
Jimmy Jackson, AWI's regional manager Asia, says a high level of interest was shown in the two new Merino products, which fulfil the demands of Chinese and international buyers looking for style, comfort and durability.
Merino Travel was created by AWI in partnership with the Ningbo Youngor Group – one the of the largest fabric and suit manufacturers in China – to meet the needs of China's growing business travel market. The lightweight fabric, created to withstand the rigours of travel, is crease-resistant and has natural stretch and anti-stain qualities.
The development of Merino Retro – a world-first textile with a special stonewash treatment technology to produce a fashionable washed-out look – was created by China's largest worsted enterprise, the Jiangsu Sunshine Group, with AWI's assistance. Designed to appeal to today's trends, it provides a vintage look with the competitive edge of a modern fibre.
Mr Jackson says both Chinese companies have reported positive feedback from Japanese and Western European retailers, and particularly strong interest from US buyers. Work will now be done in product development and, if successful, orders taken for the northern hemisphere in the new year to prepare for a launch on the retail market in September.
"It's quite a radical move for the Chinese manufacturers who are used to producing traditional suit fabrics," he says. "They had not produced fabrics like this before and they were received better than they expected."
Mr Jackson says it is very important for AWI to establish direct business relationships with key organisations such as Youngor and Sunshine in the Chinese marketplace as Shanghai emerges as an international fashion capital. "China is a constantly growing economy that purchases the majority of Australian wool," he says. "It is a hub for international brands to review products available and the quality today is astounding. To have AWI products at noted events such as Intertextile will assist AWI in achieving a higher demand for Australia Merino wool products."
Jiangsu Sunshine Group produces 30 million metres of worsted fabrics, 20 million metres of woollen and cashmere fabrics and 1.5 million suits each year for the domestic and export markets. Youngor, a popular brand in China, has dominated the domestic market with its suits over the past three years. The 1.7 million suits it manufactures each year are sold in both domestic and international markets.
Mr Jackson says the partnerships with Chinese manufacturers will provide important opportunities for Australian woolgrowers. "By working with Sunshine and Youngor we are able to offer buyers and manufacturers around the world Australian Merino wool alternatives which are high in quality, machine-washable, lightweight, durable and fashionable."
More information: www.merinoinnovation.com
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