{"id":148290,"date":"2026-05-19T14:57:28","date_gmt":"2026-05-19T12:57:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148290"},"modified":"2026-05-19T14:57:29","modified_gmt":"2026-05-19T12:57:29","slug":"mud-jeans-met-fin-a-son-modele-de-location-circulaire-novateur","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/mud-jeans-met-fin-a-son-modele-de-location-circulaire-novateur\/","title":{"rendered":"Mud Jeans met fin \u00e0 son mod\u00e8le de location circulaire novateur"},"content":{"rendered":"\n

Mud Jeans<\/strong> met fin \u00e0 \u00ab Lease A Jeans \u00bb, le concept qui \u00e9tait pourtant \u00e0 l’origine de la marque de jeans n\u00e9erlandaise. Si l’ambition circulaire reste d’actualit\u00e9, elle s’oriente d\u00e9sormais vers la r\u00e9paration, la revente et le recyclage.<\/p>\n\n\n\n

Obstacles op\u00e9rationnels<\/h2>\n\n\n\n

Gr\u00e2ce au mod\u00e8le de location, les clients pouvaient utiliser un jean moyennant des paiements mensuels au lieu de l’acheter directement. \u00c0 la fin de la p\u00e9riode de location, les clients choisissaient de garder le pantalon, de l’\u00e9changer ou de le renvoyer pour qu’il soit recycl\u00e9. Ce concept a valu \u00e0 Mud Jeans une renomm\u00e9e internationale et a permis de mettre en avant la circularit\u00e9 dans le secteur du denim, mais apr\u00e8s des ann\u00e9es de tests, l’entreprise conclut que ce mod\u00e8le ne fonctionne pas \u00e0 plus grande \u00e9chelle.<\/p>\n\n\n\n

Mud Jeans met en avant la complexit\u00e9 op\u00e9rationnelle et le manque de scalabilit\u00e9 commerciale. Dans la pratique, la location exigeait beaucoup de travail administratif, de suivi et de logistique. De plus, le mod\u00e8le d’abonnement correspondait moins bien que pr\u00e9vu au comportement des clients : la plupart des consommateurs pr\u00e9f\u00e8rent acheter plut\u00f4t que de louer. Cette cessation fait suite \u00e0 la nomination d’un nouveau PDG, l’ancien directeur des op\u00e9rations de la marque, qui est \u00e0 la t\u00eate de l’entreprise depuis le d\u00e9but de l’ann\u00e9e.<\/p>\n\n\n\n

Du pionnier au pragmatisme<\/h2>\n\n\n\n

Sans la location, Mud Jeans met en place un syst\u00e8me circulaire plus large. La semaine derni\u00e8re, la marque a lanc\u00e9 \u00ab Mud ReLoved \u00bb, une plateforme d\u00e9di\u00e9e aux jeans Mud d’occasion. Les jeans en bon \u00e9tat y trouvent une seconde vie, les articles endommag\u00e9s sont envoy\u00e9s en r\u00e9paration et le denim compl\u00e8tement us\u00e9 est renvoy\u00e9 pour \u00eatre recycl\u00e9.<\/p>\n\n\n\n

Parall\u00e8lement, Mud Jeans continue d\u2019investir dans les mat\u00e9riaux recycl\u00e9s et le \u00ab denim fabriqu\u00e9 \u00e0 partir de denim \u00bb. Le principal d\u00e9fi technique consiste \u00e0 combiner des pourcentages \u00e9lev\u00e9s de mat\u00e9riaux recycl\u00e9s avec la qualit\u00e9 et le confort, car si les consommateurs accordent de l\u2019importance \u00e0 la durabilit\u00e9, ils privil\u00e9gient avant tout la coupe, le confort, la long\u00e9vit\u00e9 et le style.<\/p>\n\n\n\n

L’exp\u00e9rience de location s’est av\u00e9r\u00e9e particuli\u00e8rement utile en tant qu’outil d’innovation et de positionnement, explique d\u00e9sormais la marque. Elle a assur\u00e9 une visibilit\u00e9 et aliment\u00e9 le d\u00e9bat sur les d\u00e9chets, les mati\u00e8res premi\u00e8res et la responsabilit\u00e9 dans le secteur. La prochaine \u00e9tape portera sur l’applicabilit\u00e9 et l’impact \u00e0 grande \u00e9chelle, selon la marque.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mud Jeans met fin \u00e0 \u00ab Lease A Jeans \u00bb, le concept qui \u00e9tait pourtant \u00e0 l’origine de la marque de jeans n\u00e9erlandaise. Si l’ambition circulaire reste d’actualit\u00e9, elle s’oriente d\u00e9sormais vers la r\u00e9paration, la revente et le recyclage.<\/p>\n","protected":false},"author":5,"featured_media":148291,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[1823,2036],"people":[],"extra":[43],"company":[1941],"topic":[373],"region":[524],"class_list":{"0":"post-148290","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-circularite","10":"tag-location","11":"extra-plus","12":"company-mud-jeans","13":"topic-durabilite","14":"region-pays-bas"},"acf":[],"yoast_head":"\nMud Jeans met fin \u00e0 son mod\u00e8le de location circulaire novateur - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Mud Jeans met 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