Changing Perceptions in wool. A priority.
When I decided to dip my toes into manufacturing and retailing Australian merino wool through my brand “TheMerinoPolo”, I was aware, but not prepared for what is certainly the biggest challenge to increasing demand for this wonderful, natural fibre that is merino.
Perception.
The perception of wool is rooted in outdated stereotypes, which desperately and effectively needs to be reevaluated to appreciate its modern benefits and versatility. Traditionally, wool has been viewed as itchy, heavy, and suitable only for winter garments. This limited view overlooks the advancements in wool processing, improvement in genetics, along with the wide range of wool types now available.
Innovations in textile technology have produced easy-care, softer, lighter, and more breathable wool fabrics that are suitable for all seasons, debunking the myth that wool is uncomfortable and cumbersome.
Furthermore, wool's natural properties offer numerous advantages that align with contemporary concerns about sustainability and environmental impact. Wool is a renewable resource, biodegradable, and requires less energy to produce compared to synthetic fibres. It is naturally flame-resistant, odour-resistant, has excellent moisture-wicking properties and can be machine washed, making it the ideal material for a variety of applications including the massive T-shirt and Polo market that could and would see year on year demand for fine to medium Australian merino wool.
Highlighting these attributes should be a marketing priority to shift the perception of wool from an old-fashioned material to a modern, eco-friendly choice.
Educating consumers about how modern wool can improve and fit into their everyday lives is essential for changing its perception. Campaigns that emphasize its comfort, adaptability and health benefits along with the obvious environmental credentials will appeal to a much broader audience.
Perhaps a Paul Hogan “Shrimp on the Barbie” styled campaign keeping sending a simple message that “wool has changed”. Although I’ve always believed that our limited marketing budget needs to be spent in much larger consumer markets than Australia, I do now believe that if we cannot change perceptions at home, then the job will be a lot harder in markets less familiar with merino wool.
A lack of confidence and knowledge in ‘modern’ merino wool makes it difficult for brands to include wool products in their range. If they do dare to include it is generally in limited items and quantities, meaning a higher wholesale price, a much larger retail price and thus slow sales, exacerbated in the current inflated cost of living crisis. As a result, re-orders don’t happen. A vicious cycle for wool.
Converted wool consumers wait for annual ALDI sales or look to Uniqlo or even TheMerinoPolo to buy well priced merino products where confidence in wool’s ability to sell enable larger production runs that lower the wholesale and thus retail price.
With wool holding a devastating 1% of the apparel textile market, much work needs to be done reshaping the narrative around wool. And quickly. Wool, particularly Merino wool needs to be appreciated not just for its traditional uses, but as a forward-thinking material suitable for a wide range of modern, mass worn garment markets.
Steve Noa – The Merino Polo