Market Access - Interior
Background
In 2006, the IWTO Task Force Group ‘Interior Textiles’ was established after the release of the GFK Market Study ‘Future Consumption of Interior Textiles”. The Task Force Group’s intention and task was analyzing the results of the Market Study. At a meeting in October 2007 in Brussels, representatives from Wools of New Zealand, Carpet Foundation (UK), British Wool Marketing Board and Woolmark agreed the need to better coordinate policy/advocacy activities for wool in the interior textiles/carpet sector. There is growing concern amongst all representatives that wool's position in the market (particularly in the EU and North America) is under significant threat as the interests of the synthetics industry dominate influential building codes, test standards and environmental schemes.
It is proposed that vested wool interest groups collaborate to co-fund a dedicated resource to focus on improving wool's position e.g. in the floor-coverings sector through more effective advocacy. While the EU would be one of the main focuses of this activity, building an understanding of the North American situation will also be a priority as will coordination of activities across markets to ensure a more united voice for wool in the global flooring market.
Next to floor-covering, other relevant areas within the interior textiles sector will be included in the project, e.g. bedding, upholstery, etc.
Proposed Activity
Main activities of the project will be in direct advocacyand coordination of advocacy activities of the industry sector.
Such tasks are:
- Gain influence among the national and EU and US decision-makers through advocacy.
- Short term focus: direct advocacy
- Long term focus: strategic positioning
- Addressing industry sector’s interests to the relevant stakeholders (advisors/influencers & legislators/regulators)
- Proactively network with key national and international (focus on EU and North America) carpet and testing associations / institutes as well as key regulatory bodies including those involved in the development of environmental and building standards/codes of practice to build understanding of the significant issues, threats and opportunities facing wool carpet and positively influence same.
- Coordinate policy activities of the key wool organizations to ensure a more coordinated approach to issues that affect wool and wool generically plus ensure there is a common international voice for wool.
Emerging from the U.N. Year of Natural Fibres 2009 the Discover Natural Fibres Initiative supported by IWTO is a worldwide campaign to promote the use of natural fibres through education about their benefits both to the wearer as well as the environment as a whole. 