Harris Tweed could make a welcome comeback in the USA and Canada, according to a survey commissioned by Western Isles Enterprise (WIE) and the Harris Tweed Authority (HTA).

The £80,000 study, carried out by Guilbault et Associes, looked at Harris Tweed's current position in the North American markets and the potential for its re-entry into Canada and the USA.

In the past, both the USA and Canada have been lucrative markets for Harris Tweed but in the period 1987-2000 sales declined substantially.  Now however, with the results of the survey to hand, the HTA and Harris Tweed producers can make informed decisions on how to attempt to penetrate the North American markets once more.

Various techniques were used during the research process including face-to-face interviews with key industry players, garment designers, manufacturers and retailers, accessories manufacturers, furniture designers and textile agents.

The overall view of Harris Tweed was found to be very positive with extremely high brand recognition.  It is remembered as a high quality cloth, very classic and long lasting.  However, there is still a perception in some market sectors that the fabric is still not light or soft enough for fashion garments.

The most significant conclusions made on the report included the continued presence at the Premiere Vision Show in Paris but the industry should also attend other major fashion and textile shows such as the New York Textile Show and the Magic Show in Las Vegas.

Promotion and sponsorship in fashion and textiles colleges to increase awareness of Harris Tweed among a new generation of fashion designers was another suggested approach.  A grant or prize could be awarded to the best design using Harris Tweed, encouraging students to use the fabric.

The report also suggests the HTA should appoint knowledgeable representatives in Canada and the USA whose role would be to keep the garment and accessories industry key players aware of Harris Tweed.  In turn, the representatives would work closely with the HTA and the producers, keeping them up to date on the market's needs.

Commenting on the results of the survey Iain Angus MacKenzie of the HTA said: "The study confirms much of our own information from the market and raises several interesting and important issues about how the industry moves forward.

"There is much work to be done in North America and this survey gives us an excellent starting point to begin winning back a share of this vital market."

Chief executive of WIE, Donnie Macaulay said: "The survey carried out in North America and Canada has been a very worthwhile exercise and the results will give the Harris Tweed industry and WIE a great deal of food for thought.

"The feedback we are getting from the Canadian and American markets is that they view Harris Tweed in a very positive light and WIE will continue to work very closely with the Harris Tweed Authority and the producers to maximise on the report's conclusions."

The Harris Tweed industry is extremely important to the economy of the Western Isles directly creating the equivalent of over 190 full-time equivalent jobs.  Indirect employment is estimated to exceed 60 full-time jobs according to an economic impact survey carried out by WIE on the sector.  The industry is also responsible for producing around £6m worth of the Island's exports making textiles the sixth most important value generator the Western Isles economy.