AWI hosts Chinese visit to Australia - sportstextiles: Lea SportsTextiles

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AWI hosts Chinese visit to Australia

28/09/2010

A number of Chinese textile retailers, brands and designers recently travelled to Australia on a visit organised by Australian Wool Innovation (AWI). The aim of the visit was to travel across the country from west to east to see the people, animals and landscape that define the Australian wool industry.
“We have been introduced to the benefits of wool having worked with AWI in China. 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,” said Madame Shawna Tao, one of the delegates.
According to AWI, Chinese brands are using more and more Australian Merino wool for sportswear, babywear, fashion and knitwear.

“This is 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,” AWI acting regional manager Asia, Sam Guthrie said.

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