Knowledge of wool enhanced in China's design and retail industry

27 November 2012

Enhancing the knowledge of wool of those working in the textile and fashion industry is a pivotal part in the role of The Woolmark Company.

Designers from Zukka gain insight into The Wool Lab
Designers from Zukka gain insight into The Wool Lab.

The Woolmark Company China office recently conducted a series of training courses, targeting the retail staff of major brands ICICLE, Daidoh and Zukka. In addition, more training programs have been spread thorough the industry workshops and university courses.

The major topics covered in the training courses were:

  • Retail training: How to care for your woollen garments;
  • The Wool Lab training: Trend analysis and introduction;
  • Industry workshops introducing The Woolmark Company, the Innovations Tool Kit and trend analyses; and
  • University training: Corporate introduction, basic wool knowledge, basic wool innovation and basic trends introduction.

Country manager for The Woolmark Company China, Xiao-Ya Wei, says targeting these key representatives is a critical part in spreading the essential messages of wool.

“These training sessions not only pass on the main messages of wool but also increase shop assistants’ knowledge of wool and promotion confidence,” Ms Wei said. “Training also allows consumers to gain better-informed knowledge and guidance as well as after-sales service.”

“Having major brands such as ICICLE, Daidoh and Zukka involved ensures a large target audience will be reached. Brands such as these are emerging high-end womenswear brands, with each having more than 100 stores in top-tier shopping malls right across China.

“Designers from Zukka attended an introduction to The Wool Lab and the feedback we received from them was extremely positive. They informed us they would use the information to prepare for next season and would also share what they had learned with their menswear team.”

National Wool Textile Annual Meeting

The 32nd ‘Weirga’ National Wool Textile Annual Meeting was held in October and is a boutique fabric appraisal conference with the aim of explaining and exchanging new products and inspirations.

This year the Woolmark Company was invited by event organisers to give an introduction on The Wool Lab along with information on the international wool fabric trends. More than 80 professional stakeholders attended this seminar, with The Woolmark Company receiving positive feedback from all in attendance.