Woolmark-commissioned survey: 82% prefer natural fibres when price, style and fit are equal
Useful consumer numbers, from a body whose job is selling wool.
An Ipsos survey commissioned by Woolmark across the US, France, Germany, Italy and China found that, on average, 82% of consumers prefer natural fibres over synthetics when price, style and fit are equal, and 65% prefer Merino to polyester, FashionUnited reports. Sixty-seven percent said they would pay more for clothes made mainly from natural fibres, and 71% said independent verification of fibre content matters.
The survey coincided with Woolmark's "Natural Intelligence" report, which includes four years of research with North Carolina State University on how Merino base layers keep a steadier next-to-skin microclimate during stop-start activity.
Signal CheckIndustry-funded numbers
How much is substance, and how much is paid or hype?
Woolmark is the Australian wool industry's marketing and certification body, and it commissioned the survey. Stated preferences "when price, style and fit are equal" rarely hold at the till. What holds up: a large multi-country Ipsos sample and a university partner on the performance work; read the claims as the wool industry's case.
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Merino
After exploring Consumer preference shifts toward natural fibres, new Woolmark research shows, for the history of the fibre, read Merino.
Wikipedia traces the fine-wool sheep breed from medieval Spain, where exports were long forbidden, to its global spread.
Wikipedia · Wade · 5 min
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