(IWTO Task Force Group gives first report of its recommendations and findings)

Shanghai/Brussels (29.11.2004)

During the IWTO Wool Forum held in Shanghai from 20th to 23rd of November, the Task Force Group, which was founded earlier this year by IWTO with the purpose of finding recommendations towards the future direction of wool in the apparel industry, has presented their first report.

The Task Force Group believes it is vital that the industry presents a common message to the consumer throughout the world. This message will need to be tailored to individual markets where necessary.

Discussion at recent IWTO events has often focused on the need for increased levels of promotion to maintain and increase the presence of wool in the apparel market. Through its current discussions, it has become clear to the IWTO Apparel Task Force that a broader approach than just promotion is required. Promotional activity should also include components of industrial marketing and education.

"Wool has a complex story which requires both training and promotion to differentiate the product" was the common sense of the discussions. Measures to be done have been filtered:
• Through raising the awareness of the emotional, aesthetic and functional properties of wool to selected target markets.
• Through making wool an attractive destination for consumers'''' discretionary income.

These components have the following objectives:
• Story - to develop and highlight wool''''s unique story, from production, through processing and manufacture, to the finished garment.
• Attributes and Benefits - to collate and interpret the technical and scientific data relating to the unique aesthetic and performance characteristics of wool in a manner that is meaningful to the various target audiences.
• Wool Innovation - to showcase current and former wool innovations to the market, in order to inspire interest and promote wool as a modern and innovative textile fibre.

As the four major marketing activities the following components have been identified:
• Trade fairs
• Industrial Marketing
• Education
• Collaborative/targeted marketing
International Wool Textile Organisation
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IWTO is the international body representing the interests of the world''''s wool textile trade and industry. Our multi-national membership includes woolgrowers, traders, primary processors, spinners, weavers, and garment manufacturers, together with retailers and other companies involved in wool related businesses.

For more information or orders please contact Mrs. Valerie Vandroost: info@iwto.org

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