Ajudaily: Pleats Mama to Convince Consumers With Commitment to Eco-Friendly Production
Pleats Mama is a South Korea-based eco-friendly fashion company founded in 2007 by CEO Wang Jong-mi. It is considered the pioneer of the eco-friendly fashion industry. All Pleats Mama’s products are made of recycled polyester fabric; reused 1.85 million waste polyethylene terephthalate (PET) bottles.
The brand attracted a significant number of young consumers who care about climate change and plastic pollution, especially after its hit product, the “Knit Pleats” bag. However, Pleats Mama were unable to avoid common challenges in the sector.
The first stumbling block is greenwashing. As Wang stated, there is still a lack of systematic protection for eco-friendly products and valid certification. It is easy for businesses to deceive consumers and disguise themselves as environmentally friendly through marketing.
“It’s regrettable to see the emergence of greenwashing cases. It is difficult for ordinary people to distinguish between real and fake eco-friendly products. We need to protect consumers by strengthening eco-friendly certification systematically.” Wang expressed.
The high cost in production for recycling materials is also a common problem for organizations. Pleats Mama has made it their mission to offset the high pricing for recycling, and winning over consumers through its story and design.
Pleats Mama is committed to the eco-friendly direction by introducing a virtuous cycle of value consumption: “Me-cycling”. Upcycling, also known as creative reuse, is the process of transforming by-products, waste materials, useless, or unwanted products into new materials or products perceived to be of greater quality.
Wang targets double-digit growth this year and will make an effort to maintain growth momentum by introducing new premium products and expanding the product line.
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