Editorial: Wool's Back in the Black
OPINION: Confidence in the wool sector is rebounding as prices hit levels not seen in more than 15 years.
Shoppers aged 35 and over handled and walked barefoot across a wool and synthetic carpets that were the same colour, pile height and construction.
“More than two thirds chose the wool over the synthetic version,” says Cavalier Bremworth marketing manager Desiree Keown.
“Three quarters of them said the wool carpet was softer and 61% said it was denser, despite being the same weight as the synthetic option. Other comments favouring wool said it had ‘better bounce’, was more natural and less itchy.
“By contrast, the synthetic carpets were variously described as gritty, hard, thin, slimy and smelling of chemicals.”
Keown says the survey shows Kiwis prefer natural, sustainable materials over artificial textiles.
“Our national psyche is all about being real and genuine so the results are not a great shock. They fit in with our Pure New Zealand image and will be music to the ears of the nation’s sheep farmers, who produce the best quality wool in the world.”
Keown says wool carpets are not only soft, comfortable and natural; they’re fire resistant, easy-to-clean and very durable, looking better for longer.
