Plan de negocios para el montaje de una empresa de ropa urbana en la Ciudad de Bogotá

Abstract

In the context of the growing urban fashion market, Bogotá presents a unique opportunity for the development of an urban clothing company that meets the needs of modern consumers, while promoting social and sustainable values. This project focuses on combining accessibility, innovation, quality and social awareness, key elements for success in this sector. Various studies have shown a trend towards preference for brands that adopt sustainable and ethical practices, although there are challenges to effectively implement these principles in Bogotá. Therefore, this research aims to generate a business plan to set up an urban clothing company in the city, covering market analysis, positioning and segmentation strategies, and the identification of necessary resources and processes. The business plan also aims to analyze costs, identify sources of financing and develop financial projections to ensure the economic viability of the project, balancing accessibility, innovation, quality and social responsibility. The hypothesis is that a business plan that integrates these elements will differentiate the brand in a competitive market and satisfy consumer demands. The methodology includes a qualitative and quantitative analysis of the market, surveys and interviews with potential customers, and a review of successful cases in sustainable urban fashion. The study is structured in three parts: preliminary, body of work (including problem analysis, reference framework, market and financial studies), and complementary material (bibliography and appendices).