Fixing Wool
The following Post is in Response to the Article on Fixing Wool in New Zealand which can be found on the Prodesign website.We were interested to read the article in the current issue of Prodesign doing the rounds at the office. We work for clients in the primary sector and also in sporting and equipment and just wanted to make some comment on the article.
The article mentioned that Gore-Tex is a both a brand of DuPont and a fibre brand. Neither of these two statements is correct. Gore-Tex is a brand of W.L Gore and Associates
http://www.gore.com/en_xx/ and Gore-Tex is a two+ layer laminate, not a fibre as stated in the article.
This is pertinent to the point I would like to make, as Gore are not selling a fibre, rather they have developed and sold a significant piece of intellectual property over which they had a 20 year monopoly. This enabled GoreTex to build a substantial market position which they have extended through other technologies. This was created through R&D and product innovation in addition to effective branding and marketing.
It is therefore inaccurate to compare Gortex and the rebranding of a standardized wool fibre on several levels.
The wool industry in New Zealand needs to create and commercialise new technology to effectively combat the erosion of their marketshare and the profitability of their products.
We are currently undertaking a FRST funded product development for a company which has developed lanolin (wool derived) lubricants which are displacing fossil fuel alternatives. We are also working on a Medical Device with the largest vertically integrated Merino company in Australasia using wool. These types of technology oriented developments have the direct ability to increase grower returns by getting better utilization of the overall production and supply chains. In addition to the creation of genuine brands which have a defendable point of difference and intellectual Property.
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