The author smelled mothballs on the street and decided to research their use and suppliers. They discovered that most mothball manufacturers are located in Asia, with only one in the US, due to health concerns over their chemicals. Further research led the author to question demand for pure wool clothing given synthetic alternatives. However, they then found reports that wool is increasingly seen as a high-fashion fabric again and its markets may present opportunities.

1. Mothballs & Decision Sciences or
How Mothballs can help your Brand
Friday, March 28, 14

2. Walking home from
work the other day, I
smelled the distinct
odor of mothballs.
There was an older
couple walking in
front of me so I
wondered was it their
clothing? Who uses
mothballs anymore
anyway?
So I decided to look
into it.
Friday, March 28, 14

3. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

4. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

5. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

6. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

7. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

8. Checking
online,
I
found
there
were
a
slew
of
mothball
suppliers
and
manufacturers
mostly
in
Mainland
China,
Taiwan,
Hong
Kong,
India,
Singapore
and
only
one
in
the
United
States.
Friday, March 28, 14

9. Friday, March 28, 14

10. ...were
there
enough
wool
sweaters,
coats
and
whatnot
around
to
jusBfy
sBnky
mothballs?
What
kinds
of
moths
eat
wool
-­‐
was
it
all
species?
Are
they
around
only
in
warm
months?
What’s
the
real
story
here?
Then I wondered...
Friday, March 28, 14

11. This process of observing, what ifs, and discovery is what we live and breathe everyday
at Martin Decision Sciences. This relentless curiosity is as addictive as wool is to moths.
So why am I thinking so much about mothballs, wool and
bugs?
Friday, March 28, 14

12. This process of observing, what ifs, and discovery is what we live and breathe everyday
at Martin Decision Sciences. This relentless curiosity is as addictive as wool is to moths.
So why am I thinking so much about mothballs, wool and
bugs?
Friday, March 28, 14

13. We go about observing our client’s brand
and customers with research into digital, social, and
traditional media, sales data and Internet presence
using a variety of data mining and optimization tools.
Friday, March 28, 14

14. Then we ask questions about
what the data is telling us and create
what ifs based on what we !nd in the
data. (Does anyone use mothballs
anymore? Do people still buy wool
clothing?)
We con!rm or throw out our
what ifs based on more in-depth
research.
Friday, March 28, 14

15. Digital
Media
Social
Media
TV
Radio
Print
OutdoorPRSurveys
Other
This new approach enables us to look at the
various data sources, connect the dots and
determine how each a"ects each other for
deeper insights and better decision-making.
Friday, March 28, 14

16. With all that said, I still had more questions.
I went to one of my most favorite sites, How Stu"
Works (http://www.howstu"works.com) where you
can learn just that – how stu" works.
I found that the U.S. Environmental Protection Agency
requires mothball manufacturers to include a warning
on packaging to "avoid breathing in the vapors."
Who would want to?
Friday, March 28, 14

17. “Studies on one active ingredient in some repellents,
paradichlorobenzene, found that it can cause cancer
in animals [source: EPA]. Although scientists do not
know if it is also a human carcinogen, the animal
trials provided su!cient evidence to urge people to
handle them with caution. Other types of mothballs
use naphthalene, which after prolonged exposure
can damage or destroy red blood cells [source:
Centers for Disease Control and Prevention]. The
chemical can also stimulate nausea, vomiting and
diarrhea.” - How Stu! Works
That’s one reason why there is only one
mothball manufacturer/supplier in the US.
And there’s more...
Friday, March 28, 14

18. And guess what?
Harmless cedar wood works just as well, according to How Stu!
Works. I know that’s true because my mother had a cedar chest
where she would store her wedding dress and other clothing items
that were precious to her.
Friday, March 28, 14

19. The polyester shirt brothers
So I wondered if there is a
strong demand for pure 100% wool clothing that
makes you itch?
With all the advances in better materials to keep you
warm and dry like lighter Gortex, Polyester, Spandex,
synthetic #eece and wool blends why would
someone risk good money for a wool sweater
that can be eaten by bugs?
Friday, March 28, 14

20. 0"
20"
40"
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120"
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Trendline(showing(interest(over(0me(based(on(wool(searches(in(Google(
Looking at Google Trends and based on the number of times wool clothing is searched, I found
there was a downward trend starting in December 2010 through December 2012, meaning wool was losing
its appeal.
My hypothesis was right on so I thought.
Friday, March 28, 14

21. Then I found in The Hu$ngton Post that wool is
now the hot fashion fabric for this (2013) Spring’s
outdoor clothing, according to exhibitors at the
world's largest expo for outdoor equipment and
apparel, The Outdoor Retailer Winter Market held in
Salt Lake City January 2013.
Friday, March 28, 14

22. “Wool was rubbed out by #eece decades ago, but many
exhibitors said it's back without the itch, still warm and quick
to dry and it doesn't hold body odors, a big drawback of
#eece,” the Post reported.
The Guardian/The Observer, UK’s leading newspaper,
reported last fall that, “After years of decline, the British wool
industry is making a comeback thanks, in part, to luxury
fashion's newfound love of suits, formalwear and knitwear.”
Other publications reported the same news.
Friday, March 28, 14

23. So what is the take-away here?
You may want to watch the wool markets for upcoming sales and investment opportunities or dig
out your old wool garments to be the latest fashionista. All that from just the odor of mothballs...
10-year trend line showing
rising cost of wool
Source - Australian Wool Innovation
April 2013 Market Intelligence Report
Friday, March 28, 14