Australian Wool Innovation (AWI) is in the midst of marketing its Merino wool products internationally through a series of workshops and meetings with key retailers.

It has now held more than 600 of the workshops in countries including China, UK, Korea, Italy, USA, Australia, Germany, Japan, India and France.

The workshop gives a consumer overview of fibre and fashion markets based on the result of surveys involving more than 22,000 people, the wool body said.

Retailers involved in the workshops have included Marks & Spencer, Paul Smith, Mothercare, Thomas Pink and Jigsaw, AWI added.