Cool Clothes is a textile company that is planning to make technologically advanced clothes, which are resistant to dirt and stains caused due to spills (ketchup, paint, oil, etc.).

The basis for this change was an insight that the company uncovered from its customer interviews. The insight highlighted that the customers were willing to pay 20% more for clothes that were resistant to dirt and stain caused by spills and would prefer such clothes to other branded alternatives, which did not possess these qualities. Furthermore, the consumers were driven by the awareness of the negative impact of fast fashion on the environment.

This change, which the company may undertake, would transform it from a fun clothes brand to a tech-savvy, fun brand.

Which change driver or change driversmay have caused this company to change?

• Internal - company growth
• External - social behaviour of customers
• Both internal and external drivers
• External - regulatory factors

Answer rating: 100% (QA)

Based on the provided information the change in Cool Clothes strategy to produce technologically adv... View the full answer