The power of Woolmark in identifying and promoting value added wool products to the consumer continues to be relevant and dynamic promotional tool for our worldwide retail and manufacturing partners. However, like all brands the Woolmark must be constantly reviewed and reinvented to keep pace with the ever-changing demands of the market place.
To this end The Woolmark Company have maintained its surveillance of consumer attitudes, increased its legal protection of the Marks against fraudulent misuse, reinvigorated the presence of the Woolmark in interior textiles and the carpet sector and significantly launched the new standard for premium fine Merino wool products, the Gold Woolmark.
The Woolmark Company's contractual obligations to supply opening ceremony, formal and casual wear for the Australian Olympic Team took center stage at the Salt Lake City Winter Games. The team uniform was used a proving ground for a range of new non woven wool fleece and high tech Sportwool developments.
The Gold Woolmark is reserved for wool products using superfine Merino wool meeting the highest quality specifications. Under an initial exclusive cooperation agreement, Ermenegildo Zegna signed up as the first Gold Woolmark license during 2002. Zegna is the world leader in fine wool textile innovation and one of the world's premier brands in luxury apparel.
The Woolmark Company is also working with IWTO and international textile associations, to promote and market fine Merino wool in a coordinated approach to the "Super S" system of micron differentiation in yarns and fabrics. Woolmark implemented the new IWTO Code of Practice for the certification and labeling of fine wool fabrics from Sept last year.
Technology
One of the primary goals of The Woolmark Company when it became a fully commercial entity was to trap and exploit all appropriate technology for the direct benefit of the shareholders. Prior and ongoing investment in research often produces an outcome that requires design, manufacturing, sales and distribution in textile processing machinery and testing equipment.
The strategic decision was taken to build new businesses around these outcomes so that full extent of revenue and profit could be gained.
The Optim process creates a new luxury textile fiber derived from stretching wool through a patented system of chemical and mechanical application. After several years of investments in R&D by Australian woolgrowers and CSIRO, Optim is arguably the most significant breakthrough in wool technology since the commercial introduction of shrink-resist technology in the 1960s.
The unique appearance, handle, micron and chemical structure of the Optim fiber are closer to cashmere and silk than wool. The five year market potential for this new fiber in both pure and blended fabrics is estimated as high as 10 million kilograms per year.
To further expand Woolmark Technology's capabilities and take full control of design, development and manufacturing, it has been seeking to invest in a world class design and engineering company with leadership expertise in wool processing machinery. This investment will ensure that it can further develop its technology innovations and grow profitable revenue streams from the exploitation of these highly valuable intellectual properties.
Recognized specialists in fiber testing Woolmark Testing offer over 200 individual tests and accreditations to national and international standards, from fiber through to finished garment as well as certifying wool performance in home laundry products.
Capabilities in this important area will soon be expanded. Negotiations have been completed to establish a Chinese textile testing joint venture with the Ningbo Audit Center of the CIQ. Commercial testing is anticipated to commence this year.
Innovation
Wool's unique natural properties and qualities lend themselves to unlimited versatility. Wool can change its appearance, texture, handle and performance offering numerous applications across apparel, interior and industrial uses. The challenge of innovation is the ongoing reappraisal of how wool's inherent attributes and benefits can be adapted to create a continuous stream of products.
Woolmark technical teams in Europe, Asia and Australia have over 40 years continuous experience in technology proving and industry transfer programs. This expert resource has developed extensive personal contacts with the major wool textile processors worldwide.
Sportwool fabric technology was developed as part of the Woolmark Company's strategy to make wool increasingly relevant to the active, casual, everyday lifestyle of modern consumers. Today, the Sportwool portfolio includes a range of wool-blend products that use the unique, natural moisture buffering and vapor transport properties of Australian Merino wool.
The latest product development has been the creation of high performance breathable and waterproof fabrics using wool liners and laminated fabrics. The fist commercial ranges appeared last year in motorcycle wear made by the leading brand Belstaff in the UK under the Sportwool Weatherproof fabric brand.
The fist mass market, everyday ranges of Sportwool knitwear have been contracted with Marks and Spencer to be in store this coming spring / summer season.
Woolmark's technology innovation program does not stop at apparel. Work is continuing on radical new non-woven wool blend fabrications and bonded fabrics for a raft of end-users such as footwear, bedding, upholstery, medical and industrial uses.
Under the WoolScience trademark the transport sector, the airline industry in particular, has been targeted with washable flame resist fabrics that meet their requirement for high performance, cost effective solutions.
The re-introduction of high performance wool and wool blend textiles into military, fire and safety end uses is also a major target for its innovation team.
Consulting
Woolmark's expert understanding of wool textile processing and the international textile market is providing its clients with in-depth knowledge and hands-on solutions for their business requirements.
From the Accreditation of Total Easy Care processing to specialized technical trouble shooting, its technical consultants are working around the world for the wool industry.
The Woolmark Company has pioneered the invention and market development of Easy Care wool technology and standards over the last 25 years. Demand for machine wash, tumble dry wool textiles is expected to grow 5 percent per annum for the next 10 years in response to consumer demand for convenience and retail interest in offering higher value products.
Its technical consulting team has undertaken a wide range of assignments from training on raw wool specification through to garment finishing.
A total of 10 major technology transfer consultancies have been completed with industry customers in diverse markets such as Italy, Latvia, China, India, Vietnam and South Korea.
The Business Intelligence team continues to take advantage of new information technology to maintain its valuable data bases and to market and distribute its services.
In 2002, it has increased subscriptions to the woolmark.info service that provides industry leaders with comprehensive and up to date market analysis and forecasting information.
The next product developed and marketed was the weekly WoolXpress on subscription and distribution by email. This on line business intelligence resource has been further developed in Chinese language version for that important market.
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