Fashion’s next premium story may be written on the fibre label.
As people become more selective about what they buy and wear, the material behind a garment is taking on new importance. New research commissioned to Ipsos by Woolmark across the United States, France, Germany, Italy and China found that on average, 82% of consumers would choose natural fibres over synthetic alternatives when price, style and fit are equal. Merino wool was preferred to polyester in every market surveyed, with an average preference of 65%.
The findings point to a wider shift in fashion. Worldwide Google search interest in “Merino wool” has more than doubled over the past five years, with momentum continuing to build over the past 12 months. Fibre is no longer simply a technical or sourcing decision. It is becoming part of how consumers understand quality, performance and value.
“Consumers want to know what a garment is made from, what that means in everyday use and whether the claims can be trusted,” said Woolmark Managing Director Bryan Fry.
“That puts fibre, and the evidence behind it, back at the centre of the conversation.”
Merino wool’s strongest distinction is its association with premium quality. In the
latest Ipsos research, it ranked first for both premium and high quality in four of the five markets surveyed.
The survey also reveals that citizens are prepared to pay for the difference. On
average across the five markets, 67% say they would pay more for clothing made
mainly from natural fibres.
Merino wool’s premium perception is increasingly supported by its performance
credentials. Brands are taking the fibre beyond traditional tailoring and knitwear into
technical sportswear and elevated essentials for a more refined material story.
Evidence behind the choice
Preference, however, depends on proof.
On average, across the five markets surveyed in the latest Ipsos research, 71% of consumers consider independent certification or verification of fibre content and quality important.
For more than 60 years, Woolmark has supported research, testing, education and certification to understand how wool performs and to give brands and consumers reliable evidence behind the fibre.
That work comes together in Woolmark’s new Natural Intelligence report, which explores thermal comfort, moisture and odour management, softness, next-to-skin comfort, durability and performance.
The report includes Woolmark’s four-year Dynamic Breathability collaboration with North Carolina State University. The research found that 100% Merino wool base layers helped create a more stable microclimate next to the skin during stopstart activity.
“Natural fibres are attracting attention, but people also need clear reasons to choose them,” Mr Fry said. “Wool has a long history of performance. Our job is to make that performance easier to understand and easier to trust.”
Natural Intelligence and Return to Real
This research and evidence underpin Woolmark’s new global platform, Return to Real.
At its centre is Natural Intelligence: the idea that Merino wool is a natural technology hiding in plain sight. Refined by nature over thousands of years and understood through decades of research, Merino offers a different perspective on what innovation can be.
Return to Real revisits Woolmark’s 1960s belief that “you can’t fake the real thing” and brings it into a world shaped by artificial intelligence, rapid technological change and growing interest in what is authentic.
Launching across key global markets through out-of-home, creators and digital media, the campaign introduces lines including “Not all intelligence is artificial” and “The original wearable tech”. Together, the work asks people to look more closely at what they wear, and choose materials grounded in nature, backed by evidence and proven to perform.
“Technology moves quickly, but innovation does not always mean starting from scratch,” Mr Fry said. “Sometimes it means looking again at what nature has already worked out. Return to Real invites people to look more closely at the fibre in their clothes and the intelligence that has been there all along.”
Averages across five markets
| 82% Prefer natural fibres over synthetics | 65% Prefer Merino wool to polyester |
| 67% Are willing to pay more for natural-fibre clothing | 71% Consider independent certification or proof of fibre content and quality important |
| 45% Say fibre composition has become more important when buying clothing | 49% Associate Merino wool with premium quality |
| 43% Associate Merino wool with high quality | 31% Say natural materials have become more important when buying clothing |