A GROUP of retailers, designers and journalists representing China's fast growing and innovative textile industry are currently in Australia to learn about the Australian wool industry.
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Hosted by Australian Wool Innovation (AWI), the group is in the country for a week to visit wool producers and other businesses involved in the wool industry.
Earlier this week they visited the Jackson family's Sunny Valley stud property at Kojonup, the Perth Royal Show where they saw the fashion parades that incorporated some of their garments and inspected the fashion school at Curtin University of Technology.
As part of the Agricultural and Food Department and Sheep CRC design for comfort program, they also saw a demonstration of the wool comfort meter, the research that goes in to the skin comfort for wool and the qualities of Merino wool.
With a growing domestic demand for quality apparel, innovative Chinese brands are using the versatility of Australian Merino wool for the first time across their ranges of babywear, sportswear, fashion and knitwear.
The tour includes representatives from companies such as JNBY, Croquis, Schiesser, EP, Kroceus, Les Enphant and ICICLE with over 3500 collective retail outlets.
"We have been introduced to the benefits of wool having worked with AWI in China," ICICLE brand marketing director Madame Shawna said.
"We are now eager to put the natural messages and images of wool at the front of our marketing material and incorporate the fibre as a core pillar of our brand."
AWI stakeholder relations manager Stephen Feighan said the group represented brands that already used wool and others that were looking to get into it or to build their Merino ranges.
"It's given them some inspiration for what Australian Merinos are all about and they will incorporate part of their trip into the design for their garments as well," Mr Feighan said.
"It's a really good foundation for them and they are all committed to using wool.
"The idea is that this trip gets them on board and will help them move forward.
"It is an important first step and will help them build a passion for Merinos."
AWI acting regional manager Asia Sam Guthrie said this was an example of leveraged marketing activity
"It is a great opportunity for our Chinese partners to gain inspiration from where the fibre begins its journey, to see the science, knowledge and passion involved in growing Australian wool," Ms Guthrie said.
Those on the tour are reporting live to China via the QQ instant messaging site, the most popular free instant messaging computer program in mainland China, as part of a vast online campaign that will be driven through the promotional channels of each brand partner.
The tour follows a separate visit by the Chinese Business Network last week who filmed part of a nine week series focusing on why to dress with style is to dress with wool.
