This business is growing rapidly. (Noruega, 2014)Analyzing the GDP by sectors, it increased in tertiary activities, compared to industry and services by 1.3% (González, 2013).It is currently one of the countries with the highest largest in Latin America for luxury brands as they increased their sales by $12 billion in 2012. (Fashion United, 2013) In recent years, great price stability has occurred thanks to the stability of the peso as a monetary unit, being very flexible. This reflects the strength of the economic system. (Rico, 2012)3.1 MARKET FACTORS Businesses do not operate in isolation. Managers must constantly scan and analyze their external and internal environment to stay ahead of the competition and gain a competitive advantage. (Appendix 5) 3.2 COMPETITORSIn the Mexican market, there are many competitors based on the sale of clothing and supplements, because this country attaches great importance to the fashion industry. The chain competes with Mango Touch, Massimo Dutti, Uterqüe and other stores that offer similar products with almost the same average price. (Appendix 6)According to SWOT