Mako Shimomura

Mud Jeans launched a new sustainable concept called “Lease a Jeans”. Although there is much curiosity there is no acceptance, the reactions to the concept are positive and encouraging but there is a lack of conversation rate even though the website traffic is high. To analyze this problem, the following objective was established. The project objective is to develop a marketing plan with recommendations for Mud Jeans to increase sales and engage customers to purchase their products in the Netherlands. Research was done on the customer segments in the Netherlands, consumer behaviors, denim industry, competitors, pricing models and the digital channels to promote the company and their concept.