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Social Commerce and Authentic founders: Phoebe Yu & Ettitude
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Discover the world of sustainable textiles and eco-friendly home goods with founder and CEO Phoebe Yu on this week's of the Live Ecommerce podcast.
Phoebe shares the origin story of her company, Ettitude, which produces innovative bamboo-based fabrics and bedding. Since launching 10 years ago, sustainability has been their driving mission - to reduce the environmental impact of textiles by using renewable materials and cleaner production processes.
We dive into Ettitude's popular Re:New program for pre-owned bedding and home goods, still relatively uncommon in the home category. \
We discuss trends like lower consumption, the rise of video commerce in China versus western markets, as well as marketing through influencers and UGC.
True to the theme, it's a genuine look inside the mind of a mission-driven founder, the real strategies and decisions faced in building an ethical brand. Tune in to hear more about connecting authentically, gaining loyal brand advocates, and doing business sustainably.
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