Instruction Manual: Bidules: establishing an upcycling model in eyewear Available to Purchase

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.

For the design of this case study, we used a variety of primary sources...