Merino wool from Australia is being embraced by a growing number of Chinese consumers. Provided to China Daily

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An Australian specialty, merino wool is a key component for European brands, such as Gieves & Hawkes and Cerruti. It is now being increasingly favored by Chinese fashion retailers like Youngor as Chinese consumers grow more sophisticated.

"Not very long ago the premium and luxury garments market here was all about prestigious labels," says Rob Langtry, chief strategy and marketing officer of the company. The Woolmark Company is a nonprofit organization of the Australian wool producers and supplies 90 percent of the fine wool used in the garment industry.

"But Chinese consumers are showing a real interest in ingredient branding. That means not just the garment itself and the style of it but also the story behind it - how the fabric is made, where the fiber comes from and what makes it special. And when it comes to all those things, nobody has a better story to tell than Australian merino wool," Langtry says.

"The market is cluttered with medium to high-end apparel brands," says Youngor's regional manager Li Chunbao. "We wanted to do something that was interesting and educational, something that would allow us to tell our customers about quality credentials."