Saved by..... Socks

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By Dwain Duxson - An Ag Enthusiast

Saved by..... Socks - Sometimes I got off on tangents, and this is one. They have been saying for decades now, get everyone to buy two pairs of socks and you have Wool demand sorted. I am not sure how many is "everyone", but it would be a lot of Wool.

This saying could have been around since we had a stockpile issue back in the late 80's. So this thing has been staring us in the face for over 30 years, and it could be the answer to Wools woes.

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Here's the scenario. What if we only ever marketed our Wool as socks and socks only? We could talk about real things like smelly feet instead of pretend things like sustainability. We could differentiate our micron values with the class of sock, e.g., finer microns for more of your finer go-out type sock, and the 20-odd microns could be used for your explorers-type workwear socks.

It's clear that Woollen socks are superior to any other sock in most ways: smell, durability, comfort, the list goes. We could win the sock space, the whole category, all over the world. It could be niche blanket marketing for only one thing: socks. Wool and socks….. Don't worry about suits and sportswear; niche down and go hard on a narrow segment of the market. Remember, a car doesn't run without tyres. Wool could be the tyres for humans. It's been staring us in the face for 30-odd years…. Could this save the industry? If you have a connection with someone from AWI, please forward it on. Thoughts?? Reply to dwaind@farmtender.com.au

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