Reference no: EM133513397

Cute is a small clothing retail chain that operates in a few locations in southern Ontario, selling low cost, fast fashion to young women. As of mid-2023, all its product lines are imported from Asian and Latin American markets. But Cute's owner is spooked by the recent bankruptcy of one of her main fast fashion competitors, Forever 21. Cute's owner sees a trend toward sustainable fashion, and she is thinking her company should follow. But with some major fast fashion competitors out of the way, she wonders whether it might be more profitable to remain in the fast fashion market. But then again, Cute's owner thinks the company should be doing more for sustainability. She is very confused. You have been hired by Cute to present a business case, investigating three possibilities:

1. Should Cute stay with its current product lines in fast fashion?

2. Should Cute expand its product lines to include sustainable fashion by retailing vintage and used clothing, thereby benefiting from sales in both markets?

3. Should Cute pivot completely to sustainable fashion by retailing only vintage and used clothing and re-brand itself as a new name in sustainable fashion?