Woolmark engagement with the textile trade

International trade shows

Trade shows are a unique opportunity for The Woolmark Company to connect with key supply chain partners and showcase the latest innovative wool developments.

Each year, AWI’s subsidiary The Woolmark Company attends and exhibits at the world’s most important international textile, yarn and industry trade shows. The shows are like a magnet for leading product developers, brand buying and sourcing teams, designers, manufacturers and retailers from across the world.

“Exhibiting at global trade shows is a vital way for the company to promote to the world’s leading textile and apparel companies the natural and performance benefits of Australian wool, and highlight the latest technologies for the processing and production of wool textiles, products and garments. Trade shows are also key to expanding the exposure of The Wool Lab sourcing guide,” explained AWI General Manager, Processing Innovation & Education Extension, Julie Davies.

“Our presence provides an important source of leads for business development as well as the opportunity to support our trade partners. It enables in-depth discussions and connections with the textile supply chain to bring wool to the forefront of their minds when they are considering fibre and fabric choices for their future collections and product ranges.”

“For 2024/25, The Woolmark Company will take a more focused approach and exhibit at trade shows that defend our market position – such as yarn, textile and sports shows – as well as exhibiting at shows that we believe will allow us exposure to new market opportunities, such as global work, health, safety and homeland security, first responders, and interiors markets.

“In addition to the 11 global trade shows at which we plan to exhibit, we are also planning for our local teams to attend and walk 26 other global trade shows. Attending and walking shows still provides the opportunity to schedule meetings with existing supply chain partners; connect with new leads, markets and categories; and collect vital market intelligence – all providing a solid return on investment.”

Partnerships with global development centres

Global development centres are collaborative hubs that connect the supply chain and build new commercial opportunities for wool. Pictured is the Xinao Knitwear Development Centre in China. 

In addition to attending and exhibiting at trade shows, The Woolmark Company currently partners with seven development centres across the world to help connect brands and manufacturers with the supply chain and thereby help build new collaborations, commercial opportunities and demand for Australian wool.  

“To heighten The Woolmark Company’s global exposure, partnerships with development centres are an effective way to engage directly with trade partners, designers and brands to hold workshops. We are able to offer support and expertise with the opportunity to work on product and process developments. These engaging spaces in strategic locations across the world are collaborative ventures with like-minded partners that encourage clever, innovative thinking,” Julie said. 

“The centres help the textile and apparel industries to learn about the natural benefits, versatility, and technical possibilities of Australian wool, ensuring it remains competitive against other fibres and inspires designers, brands and retailers to use wool in their product ranges.” 

The current Woolmark-partnered development centres are located in: 

China 

• Donghua Wool Education Centre (Shanghai) – established in 2018 with a focus on wool education and research at Donghua University. 

• Nanshan Weave Centre (Shandong) – established in 2014 with leading wool textile enterprise the Nanshan Group and has a focus on woven textiles from fibre to garment. 

• Xinao Knitwear Development Centre (Zhejiang Province) – a collaboration with knitwear manufacturing giant Xinao Textiles with a focus on knitting products from fibre to yarn. 

• Santoni Material Experience Centre (Shanghai) – a collaboration with knitting machinery leader Santoni with a focus on circular seamless knitting and design. 

Europe 

• D-House Urban Laboratory (Milan, Italy) – a hub of luxury fashion engineering focused on R&D with top tier brands and supply chain. 

• La Caserne (Paris, France) – a fashion hub for luxury and eco-focused brands focused on improving sourcing and traceability.  

USA 

• Variant 3D (California) – focuses on knit programming software and commercial wool prototypes with top level brands. 

“Ultimately, all our activities at trade shows and development centres aim to grow profitable demand for wool for the benefit of Australian woolgrowers,” Julie said. 

This article appeared in the September 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.