This business is expanding rapidly. (Noruega, 2014) Analyzing the PIB by sectors, in tertiary activities, in relation to industry and services, it grew by 1.3% (González, 2013). It is currently one of the most important countries in Latin America for luxury brands as they increased their sales by 12 billion dollars in 2012. (Fashion United,2013) In recent years there has been great price stability due to stability of the peso market as a monetary unit, being very flexible. It reflects the strength of the economic system. (Rico, 2012)3.1 MARKET DRIVERS 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 COMPETITORS There are many competitors on the Mexican market based on the sale of clothing and accessories, as 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 at almost the same average price. (Appendix 6)According to SWOT