MurMur

Abstract

Business idea MurMur is a Colombian women’s clothing company created in 2020.The brand has an environmental focus and offers the customer not only the possibility of buying trendy clothing, but also the opportunity to recycle or donate those garments that she no longer uses. The main products are female garments such as blouses, jackets, blazers, pants, crop tops, sweatshirts, bags and accessories. On the other hand, the company offers a complementary service called "Sustainable experience", which consists of two stages: Evaluation and recycling. The brand focuses on young middle-class Colombian women in the 16-35 age range, who seek to frequently follow fashion trends, while contributing at the same time to a social and environmental change. The business idea was born due to the concept of "Fast Fashion" adopted by the industry, which has encouraged large companies to look for ways to bring new collections to the market quickly and at low cost. The solution to this was the creation of SweatShops, manufacturing workshops that are now known for their high levels of exploitation and environmental pollution. Solutions MurMur seeks to develop in its business idea, an inverse logistics model, which has as a main focus decreasing the amount of waste generated. Creating a cycle of constant reuse, recycling and reduction. In addition, the social approach implements a model of fair and full treatment for the employees of the company.