Is Merino wool a luxury precious fibre?

摘要

Luxury animal fibres, such as cashmere, compared to wool, have added qualities in the eyes of the consumer. These added qualities are softness, lustre, scarcity, mystery, romance, elegance and exclusivity. To what extent do these attributes apply toMerino wool and why discuss this comparison? There has been considerable debate over the best way to market Merino wool. Wool producers removed levies for promotion, because they did not perceive any value in this investment. This article discusses the view that it is necessary for the Merino wool industry to start seeing Merino wool not as a commodity raw material but as one deserving a higher premium price.