Resumen:
This study is focused on determinate the viability of create a new female brand of cloth named PAPILLON in
Guayaquil city. We realize that in our city the fashion industry isn’t fully develop, leaving an interesting business
opportunity, created by an unsatisfied niche, as the market of women with medium and medium-high economicalsocial
class who want to wear a unique and fancy cloth that they can afford. In order to accomplish the objective it
is made an organizational study that obtained the main information about the human resources. Also it is
developed a deep marketing and financial research that shows that the IRR is higher than MIRR, information
which confirms that this is a profitable investment project
