The Merino Innovation Portal

In response to fierce competition from lower-priced cotton and increasingly technical synthetic fabrics the Australian Wool Innovation uses a web portal to help sell more of Australia’s world-leading often undervalued merino wool. Merinoinnovation.com was created as the key element in a strategy to rejuvenate the fortunes of this iconic Australian product and the sheep farm industry of the country. The web site demonstrates the versatility of Merino wool in many engaging interactive formats. It takes users on a sensual journey from inspiration to implementation. It addresses different audiences from designers to consumers and has been successful in positively shifting perceptions and gaining a number of large international clients for Merino wool producers.