COMMERCIAL STRATEGIES IN THE SALE OF CLOTHING

Abstract

This study analyzes the commercial strategies employed by Mexican entrepreneurs in the sale of clothing imported from China, highlighting factors such as low prices, fashion trends, digital channels, and import costs. Through a mixed approach, structured surveys and interviews with merchants from León and Moroleón were applied. The results reveal that competitive costs, perceived quality, and e-commerce significantly influence strategic decisions. Statistical analysis using Student's t-tests, Cronbach's alpha and Pearson's correlations confirmed the reliability of the instrument and the relationship between the variables analyzed. It is concluded that, to compete effectively, Mexican companies must adapt their business strategies, focusing on quality, digital innovation and logistics efficiency in the face of the rise of Chinese fast fashion.