The Australian wool industry is stepping up efforts to grow its business in China, most recently hosting a visit from Chinese retailers, brands, designers as it prepares to launch the largest wool promotion ever undertaken in the country.
Hosted by Australian Wool Innovation, the group is travelling across the country to see the industry first-hand, on a trip that includes the Perth Royal Show, fashion parades and wool properties.
The aim is to encourage Chinese brands to use Australian Merino wool in their ranges. The tour includes representatives from companies such as JNBY, Croquis, Schiesser, EP, Kroceus, Les Enphant and Icicle, which between them have over 3500 retail outlets.
The tour follows a separate visit by the Chinese Business Network, which is filming a nine week series focusing to educate domestic consumers that to dress with style is to dress with wool.
This Woolmark Gold series will be broadcast across television, radio, online and print media to a business audience of 66m viewers within China.
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