Marketing Mandatory Articles Notes 1
Webinar on MUD Jeans ‘Circular Fashion Business’ - Bert van Son 2
Feedback Lecture Week 4 (Mandatory Article) 3
The Future of Marketing – Roland T. Rust 4
Feedback Lecture Week 5 (Mandatory Article) 16
How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework –
Katherine White , Rishad Habib, and David J. Hardisty 20
Lecture Week 6: SHIFT (Mandatory Article) 32
,Marketing Mandatory Articles Notes 2
Webinar on MUD Jeans ‘Circular Fashion Business’ - Bert van Son
• www.youtube.com/watch?v=mhCJiVsY9Lk
• Bert van Son started textile career in China
• 2012 creation of MUD Jeans International BV
o Wanted to do something about the problem of fast fashion in the textile industry
o Only circular denim brand in the world
• 2013 launch of the Lease A Jeans concept
• 2014 one of the first B-Corps in the Netherlands
o We envision a global economy that uses business as a force for good
o Purpose driven and creates benefit for all stakeholders
o We must be the change we seek in the world
o All business ought to be conducted as if people and place mattered
o Through their products, practices, and profits, businesses should aspire to do no harm and
benefit all
o To do so required that we act with the understanding that we are each dependent upon
another and thus responsible for each other and future generations
• Mission: to change the fashion industry by taking the most popular fashion item, a pair of jeans.
Producing them in a circular way. Enabling consumers to participate in our mission
o (Also, the most polluting item)
• Vision: …that living in a sincere and honest life is only possible if we’re mindful of nature and people
• Cotton is where it starts → uses a lot of water, pesticides
• UN Sustainable Goals
o Clean water and sanitation
o Life on land
o Good health and well-being
• Impact of fashion
o Around 10% of the world wide C02 emissions are caused by fashion
o Almost 2 billion pairs of jeans were sold in 2017
o 1 garbage truck full of textiles is being trashed every second
o Cotton production uses 2.5% of the world’s arable land, but accounts for 16% of all
pesticides used
o Less than 1% of the material used to product clothing is recycled into new clothing
• Circular economy: design a product so when it comes back to you, you can easily reuse it
o Circular design → produce → lease or buy → use & return → upcycle → recycle → …
o Cotton, no leather, only stainless steel for buttons
o Lease a jeans: €7,50 per month → change look without being pushed by fast fashion
o 92% water saved, 69% CO2 saved, 40% recycled cotton
• Loyal customers
• Audience: the cultural creative
o Searching for meaning in work and life
o Well-informed on what is happening in the world
o Care about sustainability and climate
o Critical citizens
o Connected to nature
o Healthy and active lifestyle
o Open minded and like new experiences
• Trend: buy a story
o Consumers are beginning to expect more from the brands we choose to support
o Aspirational want something to believe in and they want brands to stand for something
bigger than incremental product benefits.
o They want brands to embody an inspiring ethos, to bring a strong point of view, and put a
flag in the ground.
• Trend: own less
o Aspirational are leading the way from an ownership economy to one driven by access,
sharing, and collaboration
,Marketing Mandatory Articles Notes 3
o Aspirations don’t necessarily want more material possessions but rather, more meaningful
experiences that help them live better.
• Not pushing retailers to buy too much → don’t want to drive retailers to sell jeans at a discount
• The good is the new cool model
o (1) Know your purpose, (2) find your allies, (3) think citizens, not consumers, (4) lead with the
cool, (5) don’t advertise, solve problems, (6) people are the new media, (7) back up the
promise with proof
• The recycle tour (2016)
• Collaboration → way to reach new customers by joining forces
• Platforms: Instagram
• How to finance this?
o Shareholder capital, crowd funding, stichting DOEN loan, new team investment, bank credit
line (Triodos), equity investment
Feedback Lecture Week 4 (Mandatory Article)
• MUD jeans: First circular denim brand, and first denim brand to introduce lease a jeans concept
• 11 employees, 5 different nationalities, 73% women, B Corp, 34,500 jeans sold in 2019
• Created MUD jeans because of some of the problems with the impact of fashion
o Wants to change the entire fashion industry through jeans
• Mission: circular production and customer participation
• Why lease?
o “In a linear economy, a pair of jeans is made, sold, worn and burned as trash or discarded to
landfill where they end up polluting the environment. The end”.
▪ → Linear economy (Stahel 2016)
o “We make the shift from a linear design to a design for continuity. We recycle our old jeans
and therefore don’t see those old jeans as waste but as valuable input for something new”.
▪ → Circular economy (Stahel 2016): linear waste is used as input
o “Reusing cotton means we can generate positive impact. Cutting down on water and waste.
Product-as-a-service. By leasing a pair of jeans you are only paying for the service of the
product. We want to keep our resources in use for as long as possible”.
▪ → Performance economy (Stahel 2016): product as a service
• Cycle of production → related to the product strategy (of the 4P’s)
o MUD jeans: In designing the product they already ensure circularity
▪ Print, no leather tags; stainless steel buttons, no plastic; 40% recycled cotton
• Lease system: since 2013, to keep hold of the fibers
o €7,50 * 12 months + €29 first time membership fee = €119
o Advantage lease option:
▪ Option to choose different model after 1 year
▪ Cheaper for 2nd and 3rd pair.
▪ Membership fees only for the 1st pair (up to 3 pairs of MUD Jeans at the same time).
▪ Free repairs
• Aspirationals: mainly millennials (young parents, or parents with kids up to 18 years old), who are
optimistic about the future and who want brands to have a purpose
o Access rather than owning
o Buy a story, be proud of what they’re wearing
• The good is the new cool model:
o (4) lead with the cool → micro-influencers e.g. vegan society supporting MUD jeans (and
promoting the company)
o (5) don’t advertise, solve problems → not advertising product, but rather the idea of an
alternative fashion industry that is possible (e.g. transparency tour, recycle tour)
o (6) people are the new media → promotional aspect: ambassador program
▪ Pull strategy → trying to focus their marketing efforts directly to the final customer
• Benefit Corporation (B-Corp)
o E.g. Tony’s Chocoloneys, Danone, Ben & Jerrys
, Marketing Mandatory Articles Notes 4
o Legally required to consider their impactions for their workers, customers, suppliers,
community, and the environment
The Future of Marketing – Roland T. Rust
• Several long-term trends are reshaping marketing and forcing marketing managers to change radically
to keep up.
o These long-term trends are technological, socioeconomic and geopolitical.
• Advances in technology, in particular, are having a profound impact on marketing, resulting in the
deepening of customer relationships and the continuous expansion of the service economy.
o Artificial intelligence, big data, the Internet, and the expansion of networks are creating a
revolution in marketing that makes the 1960s- style 4 Ps increasingly obsolete.
• A history of the future
o The increasing amount of data made possible by technology resulted in the capability to
build mathematical models of marketing phenomena, and catalog empirical generalizations.
o Technology has completely transformed media over the last few decades, as cable TV and
other personalized technologies led to a relative decline of big media.
o The Internet brought the next big change, with many of its profound changes predicted even
before the advent of the first web browser.
▪ In particular, the Internet and other modern information technologies resulted in
deeper customer relationships, facilitating more effective CRM and expansion of the
service sector.
o A truly customer-centered view of marketing is the natural result of technology, based on
customer equity.
Technological trends
• The key long-term trends are
o a) the increasing capability of the firm to communicate with customers,
o b) the increasing capability of the firm to collect and store information about customers, and
o c) the increasing capability of the firm to analyze customer information.
• The expansion of relationships and service
o The service sector has expanded as a percent of the economy, in every developed nation of
the world, continuously since about 1900.
▪ Currently about 85% of the economy is the service sector, and that doesn't include
the degree to which service also permeates the goods economy.
o It should be noted that the trend toward relationships and service is even stronger in the
B2B world, with the result that the impact on B2B will be profound, and B2B research will
continue to be a lively area of research.
