HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2010
September 2010 BEYOND THE BALE SELLING MORE WOOL "There is nothing more 'authentically Aussie' than Australian made Merino Gold knitwear," says Fred Seligmann, the General Manager of Woolmark licensee Merino Gold/A & B Knitwear Pty Ltd that manufactures the brand. "We're very proud of our knitwear. It's made from 100 per cent Australian grown Merino wool, and it's manufactured here in Australia by an Australian owned company." The company's state-of-the-art knitting and making-up facility is located in the Melbourne suburb of Brunswick. In addition to Merino Gold, their own label, A & B manufactures knitwear for many exclusive designer labels as well as manufacturing substantial amounts of corporate apparel. AUSTRALIAN MADE Mr Seligmann says the importance of the fact that consumers can distinguish between a garment manufactured by an Australian brand in Australia and one manufactured overseas must be emphasised at retail level. In most cases the authentically Australian manufactured garment offers far greater value for money than an imported equivalent. "One of the marketing challenges we face is cheaper foreign imports sold under Australian brand names; retail customers tend to wrongly assume that because the product has Australian branding the products have actually been made in Australia," Mr Seligmann says. "In addition, there is often no regard for the source of the Merino used in these garments, whether it be South Africa, South America or New Zealand. "Our second major challenge is to educate consumers to distinguish between the average 24.5 micron used in cheaper Australian grown, Australian made knitwear FAST FACTS l The Merino Gold knitwear brand is manufactured in Australia from Australian grown Merino wool. l The provenance of the product is critical to the marketing of the Merino Gold brand. l The Merino Gold brand is currently in the process of a re-branding exercise in conjunction with the Woolmark and AWI. 9 imports and the finer, much more supple and comfortable 19 and 21.5 micron we use." Production of the Merino Gold knitwear brand began over 30 years ago, with A & B Knitwear Pty Ltd having been a Woolmark licensee for nearly 20 years. The company is currently in the process of a complete re-branding exercise in conjunction with the Woolmark and AWI. AUSTRALIAN MERINO The Australian made and Australian grown aspects of the product are critical to the marketing of the Merino Gold brand, according to Mr Seligmann. "Our customers are drawn to our product by the confidence they have in the quality of a garment made in Australia from Australian grown Merino, especially when compared to cheaper knitwear from overseas. "We use exclusively Australian Merino in all our production. Indeed, all the Merino wool spun on our behalf in Japan and Italy is certified 'Australian Merino'." Adrian Bressan, the owner of A & B Knitwear Pty Ltd, has been closely involved in R&D with CSIRO, AWI and Woolmark, especially regarding research into pilling performance and yarn specification developments including twist factor specifications and factors affecting the final performance of knitwear. Mr Seligmann says his company has an established customer base that appreciates the quality in a Merino Gold garment. "The brand is valued by consumers who want a superior product, that is well styled and is well sized and fitted," Mr Seligmann says. "We promote our Australian Merino wool knitwear on the basis of offering the consumer a durable luxury garment which is warm, soft and supple to wear with the advantage of it being a natural eco-friendly product. "It's very pleasing to have so many repeat customers. They phone us directly to compliment us on our product." Mr Seligmann has been in the industry for nearly 50 years, having started his textile career in woollen spinning in 1962. The company's other co-owner, Adrian Bressan, has been in the industry for over 40 years, and has been a knitter of wool in all that time. Mr Seligmann is still as passionate as ever about the fibre and the continued success of the industry. "Wool is an eco-friendly renewable resource; we can take advantage of the growing consumer preference for natural products. Wool will have a future," he asserts. More information: www.merinogold.com.au Fred Seligmann (left) and Adrian Bressan of A & B Knitwear are very proud of their Australian made Merino Gold knitwear brand, made from 100 per cent Australian Merino wool.