Leaders in the carpet sector embark on wool promotion drive

The carpet sector is one of wool's biggest customers.  Pic: Jonas Bendiksen/Magnum Photos
The carpet sector is one of wool's biggest customers. Pic: Jonas Bendiksen/Magnum Photos
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THE PROMOTION of British wool products is being backed by some of the most influential people in the carpet industry.

A meeting of the new Wool Carpet Focus Group (WCFG) in Bradford at the end of last week led to members launching a new competition.

The group is asking the public what qualities attract them to buying woollen products and the competition results will be used to guide a major new marketing campaign by the carpet industry.

The carpet sector is one of the largest consumers of wool and some of the most powerful and influential people in the British industry attended the meeting - including carpet manufacturers, distributers, buying groups, retailers and representatives of the main carpet wool growing nations: Britain, New Zealand, Norway, Ireland - to discuss how better they can promote the fabric.

Dr Mike Madden, resident scientist for the WCFG, said the industry was divided over which of wool’s qualities they should use to lead their promotion drive.

“There are so many reasons it is difficult to choose which the best one or two are to focus our attention on,” he said. “Wool has lots of inherant qualities whch combine to make it such a wonderful fibre and all of which are equally important from a scientific point of view.”

Members of the public are encouraged to say what makes them choose wool over other fabrics by emailing mike@encoglobal.com

One winner, chosen by the WCFG, will be presented with a specially embroidered Real Shetland wool throw.

The winner will be announced at the Flooring Show in Harrogate which takes place on the September 20-22.