Tatiana Malofeeva: Bio-leather is the future of industrial activity

Marketing Director of the SEVEN PIECES brand, a leading expert on integrated marketing communications and developer of apple bio-leather, talks about the prospects of using bio-leather in light and heavy industry.

According to the Sustainable Apparel Coalition, natural leather’s negative impact on the ecology far outweighs that of bio-leather. Therefore, more global brands are looking for sustainable production and considering alternatives to natural leather. One such brand is SEVEN PIECES. We asked Tatiana Malofeeva, marketing director of SEVEN PIECES, about the benefits of using bio-leather and why it is worth paying attention to this material.

Tatiana, how did you get into the marketing field, and why were you attracted to green technologies?

Tatiana Malofeeva: Marketing is a very versatile and dynamic sphere. I am creative and mobile, so marketing has been my ideal option. The profession of marketer allows you to show creative abilities and attracts people with an analytical mind, as both creators and analysts are in demand.

In my professional growth, I am driven by the desire to create new marketing strategies, test them, and analyze the results. Marketing is a promising area because, with increasing competition and the complexity of promotion and sales technologies, a marketer becomes an indispensable employee in almost any company.

I’m fascinated by green technology because it’s another step towards better caring for nature. Every year, the planet’s resources are being depleted. It is therefore important to invest in the development of environmentally friendly materials.

We know you were important in creating the brand. You have become the marketing director for SEVEN PIECES, a new brand in Russia and the CIS countries that focuses on handbags and accessories made from bio-leather made from apples and cacti. Could you describe the distinction between this bio-leather and eco-leather? 

Tatiana Malofeeva: Both eco-leather and bio-leather are artificial materials that are an ethical and eco-friendly alternative to natural animal skin. Now, people are increasingly choosing to buy animal-free items. Bio-leather and eco-leather are different because bio-leather has a plant component, like cactus or apple. Eco-leather has polyurethane, which makes products last longer and breathe better. It can also be pineapple leaves, cactus, grape skin, and even mycelium mushrooms. This bio-leather is biodegradable, breathable, and wear-resistant, making it possible to use it in many industries, from the automotive industry to fashion. Bio-leather manufacturers claim a shelf life of up to 10 years, and many global brands have already successfully used it for their products, such as Mercedes-Benz, Stella McCartney, Hermes, Gucci, Karl Lagerfeld, and many others.

Today, artificial leather is trendy, but you bet on the bio-leather apple. Why did you use the apple’s bio-leather instead of following the standard path?

Tatiana Malofeeva: Our brand relies on apple bio-leather. However, this type of bio-leather is the least widespread today. Its introduction into the World market is mainly due to the large volume of potential raw materials.

I believe such material has great prospects. That is why our brand is now actively engaged in developing vegan apple bio-leather. There are many different varieties of apples worldwide, so this decision is logical. There are more than enough resources. In addition, not all apples are used; what remains after apple processing is core, peel, etc. So, we will definitely not face the problem of a shortage of raw materials.

In our brand, we produce material that is not inferior to the technical characteristics of well-known analogs, but the price will be more affordable, which certainly has a positive impact on the popularization of this material.

Bio-leather really has many advantages. Is it able to replace artificial and natural leather completely over time?  

Tatiana Malofeeva: There is a growing awareness about the harmful use of animal products. More people are following a vegan lifestyle, so the demand for bio-leather has grown significantly over the past five years and will continue to grow. It’s hard for many people to understand the difference between one type of artificial leather and another, but it’s just a matter of time. This trend can no longer be stopped, and the benefits of bio-leather are increasingly being talked about and written about.

Many look for alternatives to animal materials and choose vegan accessories such as bags, wallets, and shoes. In this regard, artificial leather manufacturers receive more orders and expand their businesses.

How do you see the mission of SEVEN PIECES?  

Tatiana Malofeeva: Our brand is about sustainability, not only in terms of environmental protection but also about conscious choices,  about your environment and consumption. We aim to create fashion products that are produced, sold, used, and disposed of in an environmentally and socially responsible manner and do not harm the environment.

My task as a marketer is to educate consumers about cutting-edge innovative materials. This is not just a desire to promote new technologies, but also a strategic goal. To successfully accomplish it, it is essential to actively engage customers in the amazing world of innovations. In this way, we are promoting not just a product or service, but building a global community that is conscious of its consumption and caring towards the environment. Our mission is to create stylish and high-quality products, as well as to inspire people to have a more responsible attitude towards themselves and nature.  

What are your plans for the future? 

Tatiana Malofeeva: Lots and lots of plans. They are primarily related to professional growth and strengthening the expertise in marketing, as well as further development of the brand and the production of apple bio-leather.

Exploring new markets with an innovative product is an exciting art for a pioneer, full of challenges and opportunities. Sometimes strategic decisions burdened with risks must be made, relying on accumulated experience. But the more complex the task at hand, the more exciting it is to seek creative paths to its successful resolution.

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