A major lift in effort is needed to target a new generation of customers according to industry leader, Count Paolo Zegna di Monterubello.

The Count, president of the Ermenegildo Zegna Group, said if nothing is done wool's future could be a disaster.

But with more pressure on industry peak bodies to spend on promotion the fibre could be seen as a new and favourable product.

Among the group's big winners will be its iconic suits - a big user of wool which has benefitted from recent developments in fabric and design research.

However, if the wool industry is to recapture market share, women' and babys' wear have to make up ground.

It's so important for the wool industry to familiarise people with the product and its advantages while they were young, the Count said.

SOURCE: Extract from report in The Land, May 8.