Australian Ambassador and Leaders of the Chinese Textile Industry Open Woolmark Stand at CHIC 2014

The Australian Ambassador to China, Her Excellency Ms Frances Adamson, opened The Woolmark stand at CHIC 2014 in Beijing.

Online PR News – 26-March-2014 – Beijing: 26 March 2014 – The Australian Ambassador to China, Her Excellency Ms Frances Adamson, opened The Woolmark stand at CHIC 2014 in Beijing. Ms Adamson was accompanied by Mr Du Yuzhou, Honorary Chairman of China National Textile and Apparel Council and Mr Zhang Yankai, Deputy Director of China National Textile and Apparel Council. The prestigious visitors were greeted by Mr Rob Langtry, Chief Strategy and Marketing Officer at The Woolmark Company.

The Woolmark Company's presence at CHIC will be its biggest ever, and is a reflection of the global authority on wool’s commitment to the Chinese market, government bodies and the ventures implemented by the China National Textile and Apparel Council.

Chinese consumers are now showing a real interest in ingredient branding. That means not just the garment itself and the style of it, but the story behind it – how the fabric is made, where the fibre comes from, and what makes it special. And when it comes to all those things, nobody has a better story to tell than Australian Merino wool.

Because of its extraordinary softness and exceptional performance, Australian Merino wool has long been a key fibre for leading British and European menswear and womenswear brands, with those that sell into China, such as Gieves & Hawkes and Cerruti, often highlighting the central role of Australian Merino wool in their collections.

But as is being showcased at The Woolmark Company's stand at this year's CHIC, some major Chinese textile brands are now also starting to tell the Australian Merino wool story, and are already being rewarded for doing so. Towards the end of 2013, Youngor, one of the country’s largest fashion retailers, ran a joint Australian Merino wool promotion with The Woolmark Company, and by mid-January was reporting a 20 per cent increase in all wool sales in participating stores.

"Chinese consumers are now showing a real interest in ingredient branding. That means not just the garment itself and the style of it, but the story behind it – how the fabric is made, where the fibre comes from, and what makes it special. And when it comes to all those things, nobody has a better story to tell than Australian Merino wool.” said Mr. Langtry.

The Woolmark Company will be introducing a series of innovations, The Wool Lab, Woolmark Gold and other Woolmark services to a series of Chinese companies at CHIC.

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