Supporting US Rare Sheep Farms: A Fashion Accessory and Marketing Strategy

Abstract

Merino wool is the predominant type of wool in the apparel industry, originating in Spain but now deriving mainly from Australia and New Zealand. However, there are several diverse, naturally colored wools that can support slow fashion efforts for local production. The “Shave ’em to Save ’em” (SE2SE) initiative emerged in the United States to highlight and help conserve sheep that are threatened to be endangered and support farmers’ economic development. Approximately 310 small and mid-sized farmers throughout the US participated in the initiative during 2019. Farmers highlighted their sheep and wool for a fiber artisan target market. The primary research objectives of this study were to assess the feasibility of rare wool fiber sourcing and accessory product development, as well as the marketing potential for a unique, slow fashion product to align with the US SE2SE initiative. This study involved (1) sourcing rare wool from US SE2SE farms in lower income areas, (2) analyzing rare wool characteristics to develop slow fashion accessories, (3) evaluating digital marketing strategies of heritage sheep farms, and (4) evaluating consumer perceptions. Slow fashion aspects such as authenticity, exclusivity, and localism were achieved with this project during yarn sourcing, macramé product development, and in the digital marketing created. Equity during the sourcing process was a goal, but not fully achieved. A small sample of consumer participants expressed neutral sentiments toward slow fashion and slightly higher sense of empowerment in relation to community activism and autonomy. This study can be useful to fiber artisans and textile practitioners who are interested in supporting slow fashion, sheep and wool conservation, as well as economic development.