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Woolmark Gold


The latest Woolmark Gold marketing platform positions Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury goods.

The initiative was established to meet this increasing demand for premium products and fibres, and allows luxury consumers to know more about the story behind Merino wool fibre, and its performance properties in relation to other luxury fibres eg cashmere.

Chinese consumers of premium products are increasingly astute and are demanding the greatest integrity and provenance. This is to Australian wool's advantage given it is an enduring natural fibre grown by woolgrowers with a proud heritage.

The main objectives of the Woolmark Gold initiative are to:

  • build awareness of the initiative with high-end apparel consumers
  • educate high-end Chinese consumers about the benefits of Australian Merino wool
  • distinguish Woolmark Gold products through their European heritage as even more luxurious than the already prestigious Woolmark-branded products
  • launch the first branded Woolmark Gold product in China; and
  • build a database of high-end apparel consumers.

AWI has the global networks to be able to create sourcing opportunities for its partners, for example from Italy and the UK into China.

Further Information

For more information, visit the website.