#031: Jonathan Dyson about the growing desire of consumers to know the story behind a product

Introduction

Jonathan Dyson, the editor of Twist magazine, shares his views as a journalist on the wool industry. He explains how there is a growing desire for information of which most of that is driven by the consumer. Consumers want to know more about the story behind the product. This has the effect that brands and retailers need to provide the consumer with more information and are therefore looking towards the supply chain to find it. Jonathan also talks about how all natural fibres are heading towards a situation where they need to focus on high-value products. This means consumers need to be made aware of why these products are more expensive and have more value attached.

About Jonathan Dyson

Jonathan Dyson joined World Textile Information Network (WTiN) - www.wtin.com - as a staff journalist in 2006, and became editor of Wool Record in 2007, before re-launching the magazine as Twist in 2008. In addition, he was the WTiN head of content from 2009-11. Now in his second spell as Twist editor, Jonathan also edits the WTiN online Natural Fibres & Yarns channel, as well as Knitting International. Jonathan has also worked as a freelance journalist, contributing to The Times, The Observer and The Independent on Sunday, as well as a wide range of global business and sports media.