My role within AWI is to set up effective business pipelines between manufacturers and retailers and to inspire consumers to recognise Australian Merino not only as natural, but as a highly versatile performance fibre.

South Korea currently imports 20 million kilograms of wool annually, including wool processed in China. With a population of 50 million people, Koreans use 500 grams of new wool per year per capita, the 4th largest wool consumption per person in the world.

Given this I am excited to coordinate many activities with retail and brand partners, from product development marketing to consumer promotion.  However, wool’s share of the men’s suiting and the womenswear markets have been eroded by synthetic fibres over the last decade. This makes new wool market development and consumer retail promotion/education more important. We must protect wool’s traditional markets whilst creating new market opportunities.

Since the 2008/09 Autumn/Winter season, my colleagues and I have been implementing the Korean business to business to consumer (B2B2C) projects, mainly for business suits and casual wear, Machinewash knit, school uniform, and Sportwear sectors in association with the local leading retail partners such as Lotte department stores, GS Home shopping, and Cheil wool. From this we have obtained very encouraging market data suggesting local wool demand has improved by up to 30pc in the first half of this year compared to the previous period.

One trend I have noticed in the apparel market is an increased environmental awareness and the importance of traceability. Australian wool training programs have been provided for leading manufacturers and retailers as Cheil, Shinhan Wool, and LG fashion. Every program participant is overwhelmed by the environmental condition of the Australian wool farms, but also by the very specialised management of wool production and testing/reporting within the industry.

It is the third year since AWI in Korea launched this particular business program and now I am pleased to see wool demand picking up at retail level.

2011 marks the 50th year of Australia – Korea relations since two countries established diplomatic ties. A series of the activities will be conducted in Korea throughout the year following the launch on Australia Day, Jan 26th  in Seoul.  Taking this opportunity, AWI Korea is to present the Merino Wool Catwalk  to inspire the values of Australian Merino wool, inviting wool and fashion industry VIPs, journalists, celebrities and political leaders. The show will encourage media/consumers to gain a better understanding of Australian Merino wool as a natural performance fiber.