The Woolmark Company Emphasises Ingredient Branding at China Fashion Forum, Beijing

The Woolmark Company's Chief Strategy and Marketing Officer, Rob Langtry, has delivered a presentation at Beijing's China Fashion Forum on the growing importance of Australian Merino wool as an ingredient brand in both Chinese and global fashion.

Apr 02, 2014, 09:45 ET from Australian Wool Innovation Limited

BEIJING, April 2, 2014 /PRNewswire/ -- Established in 1996, the China Fashion Forum is attended by leaders of the China apparel industry and is designed to allow an open exchange on ideas of emerging fashion trends, best business practices and developing opportunities in the Chinese and global fashion markets.

Mr. Langtry's presentation introduced how leading Chinese and international garment brands are now differentiating themselves from competitors by introducing the benefits of Australian Merino wool in their garments to their consumers.

"The most successful recent example of ingredient branding in China is through the work between Youngor and The Woolmark Company," Mr Langtry said.

"The sales of all Youngor woolen garments increased by 20 per cent once Youngor started to communicate the benefits of Australian Merino wool to their customers across selected retail outlets."

Mr Langtry also introduced the work that The Woolmark Company does with leading fashion brands across the world. The presentation concluded with a new corporate video which introduces the role of The Woolmark Company and how the global authority on wool works with leading companies throughout the entire supply chain - from farm to fashion.

The presentation to the China Fashion Forum was part of a busy week in Beijing for The Woolmark Company. During the week Mr Langtry met with the senior management of many leading Chinese textile companies including Red Collar from QingDao, Shan Shan from Ningbo, Yeliya from Wei Fang and Trands from Dalian. These companies are among the largest garment producers in China. In addition, Mr Langtry was invited to meet with the new leadership of the China Wool Textile Association, a government body that is responsible for the development of the woolen garment industry in China.

The Woolmark Company's stand at CHIC 2014 was officially opened by the Australian Ambassador to China, Her Excellency Frances Adamson. Ms Adamson was accompanied by China National Textile and Apparel Council Honorary Chairman Du Yuzhou and China National Textile and Apparel Council Deputy Director Zhang Yankai.

The Woolmark Company's presence at CHIC was its biggest to date, reflecting its commitment to the Chinese market, government bodies and the ventures implemented by the China National Textile and Apparel Council.

"It has been an exciting week in Beijing and I was very happy to meet so many leading companies and officials from the China textile industry on behalf of The Woolmark Company," Mr Langtry said.

"The interest towards Australian Merino wool in China is very strong, and while business conditions are challenging, I am confident that we are now entering a new era of co-operation in China through which all parties will work closely together to overcome the current difficult trading conditions."

A series of high-level follow up meetings are now scheduled during the next two weeks with the leadership of several leading Chinese textile groups.

SOURCE Australian Wool Innovation Limited