The international appeal of New Zealand sheep farming should not be underestimated, Steven Parsons says.
The Wools of New Zealand market development and innovation manager told the company's Oamaru meeting that posters showing idyllic scenes of sheep grazing green pasture overlooking blue lakes under snowy mountains have an ''emotive pull'' - especially when compared with the petrochemical origins of nylon carpets.
Mr Parsons, who is stationed at the Wools of New Zealand Centre of Wool Excellence in Ilkley, Yorkshire, said the properties of wool have to be emphasised. Consumers are told about the life cycle of the sheep in New Zealand, how the wool is scoured, why it is fit-for-purpose, and that it is whiter and brighter than other wool.
The story of how farmers grow their own product and want to pass on their farms to the next generation is emphasised: ''They care so much, they bought the company''.
Connecting customers with the real people who produce the wool and the ability to have consistent, reliable supply are the most important aspects, Mr Parsons said.
Social responsibility is promoted, too. For example, when a poster of sheep grazing near the Akaroa harbour is shown, the public is told how farmers are careful with nutrient run-off so none enters the water that is home to jellyfish providing food for the endangered Hector's dolphin.
''Sales skyrocketed when that story broke,'' Mr Parsons said.
''It's a nice fuzzy story, but the bottom line is it makes money.''
Sales also soared when customers were told that the company gives part of its royalties to the UK Woodland Trust.
New weaves picking up on fashion trends are pitched at the top end, with a new colour palette and range of patterns. Examples are stripes of bold hues that are popular in Britain; textured carpets with the appeal of Aran knitwear that is enjoying a new surge of interest; subtle, tweedy checks that reinforce the huge swing to all things British; and a dramatic lacy pattern that makes an impact with modern decor.
Carpets using the Wools of New Zealand brand Laneve are ''telling our story'' in their merchandising, Mr Parsons said. By entering a special code online after buying the carpet, the customer can see which farm the wool was grown on.
''We put a buzz around it, create stories.''
The word can be spread economically through digital media, he said. People can also learn about wool that way. A third of people who go online to research wool carpets' benefits have asthma. They are told that wool absorbs toxins from the air and dust.