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View of Newcore Gangnam branch. (Photo=Eland Retail) |
[Alpha Biz= Kim Sangjin] E-Land's fashion brand, 'Who Are You,' has been caught in a controversy over the content ratio of goose down in its down jackets, with the actual percentage being only 30%, much lower than the 80% that was advertised to consumers.
According to the fashion industry on Monday, E-Land decided to halt sales and recall all stock of the ‘Goose Down Jumper’ from its online store after conducting an internal investigation prompted by consumer inquiries. The investigation revealed that the jacket's filling contained only about 30% goose down, with the remainder being duck down and other materials. When the product was launched last year, E-Land had advertised that the filling was made of goose down, consisting of 80% down and 20% feathers.
The Korea Consumer Agency stipulates that in order to advertise a product as "goose down," the goose down content must exceed 80%. E-Land issued an apology, stating, "We apologize for failing to meet the advertised standard," and added, "We are investigating the cause of the issue through various channels."
This issue is expected to spark further controversy as it follows similar cases of misleading information regarding the materials of clothing products, including those from large companies. Previously, domestic mid- and low-price fashion brands were found to have misrepresented the blend ratios of padding materials to consumers, which led to widespread controversy. Online platform Musinsa, for example, imposed sanctions on brands such as LAPERGY Store, Intempo Mood, Good Life Works, and Pepel for similar violations.
Alphabiz Reporter Kim SangJin(letyou@alphabiz.co.kr)
