Bidules: establishing an upcycling model in eyewear

Research methodology For the design of this case study, the authors used a variety of primary sources of information: visits to Bidules’s shop, surveying its website and social media pages, as well as interviews with its founder, N. Musty. As secondary information, the authors used both academic and journalistic publications on the eyewear sector and circular economy. Case overview/synopsis This case presents the novel business model of Bidules, a circular economy brand in the eyewear sector. Bidules upcycles vintage glass frames to create unique, locally produced, vintage yet new glasses. This business model is contrasted with the mainstream business model of the fashion brands as well as that of the low-cost brands. Through Bidules’s journey, the case explores a variety of distribution models, discussing the strengths and weaknesses of each. It also discusses how storytelling can be used for brand equity building and customer engagement. Complexity academic level This case is designed to be used in a marketing, strategy or corporate social responsibility course, especially in the subfield of the circular economy. Specifically, the case is intended for college seniors or master’s students with basic strategic marketing training. This case will help students understand the notions of the circular economy, upcycling and storytelling. It provides the basis for discussions of the alternatives to traditional business models.