INTERNATIONAL WOOL TEXTILE ORGANISATION IWTO

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INTERNATIONAL WOOL TEXTILE ORGANISATION(IWTO)

• Michael Jackson Executive Committee

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Trading Facilitating Lobbying
Networking Instruments Marketing
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INDUSTRY SITUATION

• Supply falling
• Processing over capacity
• Retail spending declining
• China dominating processing
• Collective marketing recommencing
• Environmental consciousness

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WOOL STRENGTHS

• Natural
• Renewable
• Biodegradable
• Safe
• Comfortable
• Performance

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MARKETING THE FIBRE

• Test marketing campaign
• IWTO supports AWI strategies
• Partnerships with luxury brands
• Labelled goods must be high quality

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IWTOS FACILITATION ROLE IN MARKETING

• IWTO is not a marketing body
• Need to support marketing bodies (e.g. AWI, Cape
  Wools, BWMB, WONZ etc.)
• Facilitate communication between countries and
  along demand chain
• Promote regulations and standards that support
  wools marketing activities
• Relationships with governments
• Year of the natural fibre

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IWTO ROLE IN MARKETING - APPAREL

• Product labelling laws (e.g. Super S)
• Technical clothing (e.g. Industrial, military,
  firefighting)
• Use of terms wool and Merino

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IWTOS ROLE IM MARKETING INTERIOR TEXTILES

• Flammability testing
• Building codes
• Use of terms wool and Merino

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• THANK YOU