Wool Industry
The primary sector is and will continue to be a powerful generator of New Zealand’s export wealth. Currently however, the wealth is generated mainly from exporting raw materials from the food and fibre industries. The greatest wealth comes from adding value to these raw materials through innovative capability and creativity.
With its natural fibres (wool, merino, possum/merino, alpaca, harakeke, leathers and hemp) New Zealand is in a strong position to build a successful export-oriented textiles sector targeting the export of luxury natural fibre products. The textiles sector is a critical part of the natural fibre value chain and New Zealand’s Economic Growth Agenda.
This is because New Zealand already has a comparative advantage through its history of wool innovation, its world-class design and creativity, environmental and social sustainability, and the globally recognised “Brand New Zealand”. New Zealand has the advantage (capability and reputation) of positioning itself as a country producing luxury natural fibre, sustainably produced from the natural environment and marketed under the “Brand New Zealand” story.
A strong and resourceful textiles sector targeting luxury natural fibre products is critical to the success. It is the businesses in the textiles sector that convert the natural fibre into export products and it is the businesses that sell to overseas businesses and earn the foreign exchange. The primary sector needs the manufacturing sector to add value to its natural fibres, and it also needs those manufacturers to be successful exporters.
The “manufacturing” connection between New Zealand raw materials and finished product should not be underestimated. The New Zealand manufacturing base demonstrates to the rest of the world the quality and innovative product that can be made from our natural fibres. Whether or not the manufacturing evolves into an Icebreaker model of New Zealand-design offshore-production or the possum/merino New Zealand-based model of design and production, these successful industries are providing immense value and export return to New Zealand’s raw materials.
The future of New Zealand’s natural fibre primary sector, and the textiles industry particularly, relies upon the textiles sector spearheading innovation, design, branding and marketing to sell to the world natural, authentic, home-grown, environmentally-friendly, sustainable, beautiful quality textiles, clothing, carpets and life-style products sourced from New Zealand’s natural fibres and the natural environment.
The great prospect of New Zealand’s textiles sector has been evidenced in the growth potential of many smart and innovative companies in this sector that have found strong market niches (despite the impact of tariff reductions and aggressive global competition) and that export $500 million of product a year.
Government policy needs to recognize the value of the textiles sector, and also recognize the leadership Textiles NZ can play as an industry association linking the primary sector to the textiles businesses and to the market of luxury natural fibre products.
Textiles NZ has developed a comprehensive natural fibre export strategy to double exports within the next five years from the textiles sector. The export strategy embodies a market-led approach, innovation through research and development, fashion and design to meet market demand, marketing under “Brand New Zealand”, promoting international quality standards, developing an export facilitation service, working with New Zealand Trade and Enterprise and other government agencies, and developing a commercial solution to accelerate exporting.
A large number of Textiles NZ members work with wool and other natural fibres. Their quality products are recognised around the world.