Product details

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Abstract

In Kuyichi's 2021 sustainability report, the Corporate Social Responsibility (CSR) manager Emma sets out the denim brand's sustainability strategy for the coming years. Kuyichi aimed to produce future-proof denim and the three key focus areas were production, materials and environmental impact. The adoption of a resale circular business model was high on Emma’s agenda as well, but a lack of time and resources had been a barrier. Circularity aligned well with the sustainability mindset of Kuyichi's customers, but the adoption of a resale circular business model was challenging in practice. Emma also needed to convince Kuyichi's management team that the adoption of a circular business model created value for the brand. Emma wanted Kuyichi to retain its position as sustainability frontrunner in denim and reduce the amount of Kuyichi jeans that ended up in landfill. Was resale the right circular strategy for Kuyichi and was Emma able to convince the management team? Would a resale strategy set the brand apart from the other sustainability frontrunners? On reflection, Emma wondered if she had chosen the right circular strategy or if other options, such as rental or product life extension, would have been more viable and appropriate. This case illustrates what the circular economy entails and how circular business models differ from linear business models. It will challenge students to think about how circular business models can contribute to sustainability and the challenges and opportunities involved in adopting circular strategies such as resale and rental. The case is based on publicly available sources and interviews with Kuyichi. The teaching note highlights different theoretical lenses from which to approach the challenge in the case and makes suggestions for classroom discussion and assignments. This case has been made available free of charge.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2020-2022.

Geographical setting

Region:
Europe
Country:
The Netherlands
Locations:
Utrecht; Amsterdam

Featured company

Kuyichi Pure Goods
Employees:
11-50
Turnover:
EUR Unknown
Type:
Privately held
Industry:
Fashion (clothing)
Other keywords:
Small fashion brand; privately owned

Featured protagonist

  • Emma (female), Corporate Social Responsibility Manager

About

Abstract

In Kuyichi's 2021 sustainability report, the Corporate Social Responsibility (CSR) manager Emma sets out the denim brand's sustainability strategy for the coming years. Kuyichi aimed to produce future-proof denim and the three key focus areas were production, materials and environmental impact. The adoption of a resale circular business model was high on Emma’s agenda as well, but a lack of time and resources had been a barrier. Circularity aligned well with the sustainability mindset of Kuyichi's customers, but the adoption of a resale circular business model was challenging in practice. Emma also needed to convince Kuyichi's management team that the adoption of a circular business model created value for the brand. Emma wanted Kuyichi to retain its position as sustainability frontrunner in denim and reduce the amount of Kuyichi jeans that ended up in landfill. Was resale the right circular strategy for Kuyichi and was Emma able to convince the management team? Would a resale strategy set the brand apart from the other sustainability frontrunners? On reflection, Emma wondered if she had chosen the right circular strategy or if other options, such as rental or product life extension, would have been more viable and appropriate. This case illustrates what the circular economy entails and how circular business models differ from linear business models. It will challenge students to think about how circular business models can contribute to sustainability and the challenges and opportunities involved in adopting circular strategies such as resale and rental. The case is based on publicly available sources and interviews with Kuyichi. The teaching note highlights different theoretical lenses from which to approach the challenge in the case and makes suggestions for classroom discussion and assignments. This case has been made available free of charge.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2020-2022.

Geographical setting

Region:
Europe
Country:
The Netherlands
Locations:
Utrecht; Amsterdam

Featured company

Kuyichi Pure Goods
Employees:
11-50
Turnover:
EUR Unknown
Type:
Privately held
Industry:
Fashion (clothing)
Other keywords:
Small fashion brand; privately owned

Featured protagonist

  • Emma (female), Corporate Social Responsibility Manager

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