AWI Global Sites

Merino Innovation

trends/insights

By tapping into a wealth of consumer and industry knowledge, we are able to provide you with the key trends and insights for the seasons ahead.

From the type of wool fabrics that will be in demand, to the interests of consumers, you can remain a step ahead of the competition by utilising the reports provided by AWI.

AWI provides trend information across these vital areas:

Knit trends

The progression of the season confirms concepts of preciousness, lightness, and consciousness for ecological values as major directions for Spring/Summer 2009.

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Colour directions

Colour trends

The first impression of spring/summer 2009 is that of a fresh and resolute season, with an optimistic approach to a contemporary and energetic interaction of opposites.

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Woven trends

Woven trends

The Spring/Summer 2009 season is evolving with an overall optimistic and relaxed attitude, where luxurious features are reinterpreted in a more understated manner.

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Consumer insight

Consumer insight

AWI recognises that identifying and understanding key consumer trends is important to the future of Australian Merino wool, as it enables us to understand factors influencing purchase decisions.

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current market positions

Current market positions

Long admired by designers, Merino wool continues to inspire the fashion industry and appeared in the collections of a number of top American designers at the recent Mercedes-Benz Fashion Week in New York.

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websute user survey


websute user survey


 

websute user survey

"The Australian man responds to design and the functionality of garments produced from Australian wool."

Prue Thomas (David Lawrence), 2007

"Merino is a fabric that has no boundaries, only the ones you put on it. I can see a future range done entirely in Australian Merino wool."

Timothy Neate, 2007

"Lightweight woollen blends are perfect for tran-seasonal dressing, which is becoming the modern way to dress. Wool and silk blends allow the idea of wool to be used in an evening wear context."

Jayson Brunsdon, 2005