Facing technological change alone is the main mistake of established firms. The multinational Desigual has openly opted for innovation and the renewal of concepts as a fundamental part of its genetics as a company. Along these lines, it has created Awesome Lab, which it defines as “a new collaborative ecosystem from which to promote the changes that will mark the future of fashion.” Alberto Ojinaga, CEO of Desigual, describes the initiative to select seven ‘start-ups’ as a sign of the company’s openness to external collaboration in all areas. “The transformation of Desigual includes a commitment to innovation by the hand of ‘start-ups’ that add value to the group. For this reason, we open ourselves to external collaboration in all areas since innovation in technology is fundamental”.
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