Merino study points to ‘a wider shift’, Woolmark says
New research has found that more than 80% of consumers would choose natural fibres over synthetics if price, style and fit are equal.
The study was carried out by global market research firm Ipsos, commissioned by the Woolmark Company. Consumers in the US, France, Germany, Italy and China took part.
Woolmark said the findings point to “a wider shift in fashion”. It said online search interest in merino wool had more than doubled in the last five years.
In the Ipsos research, merino wool’s “strongest distinction”, Woolmark said, was its association with premium quality. In the study on fibres, merino ranked first for quality in four of the five markets.
In addition, the survey also revealed that citizens are willing to pay more for clothing made from natural fibres.
