Rocío Elizaga Puig presents her doctoral thesis: "Strategy and competitiveness in the children's textile trade sector in Spain".

The thesis examines the children's fashion sector in Spain from a strategic approach, using tools such as Porter's five forces to analyze the micro-environment and PESTEL analysis for the macro-environment. Through a rigorous work that combines interviews with key representatives of the sector with an exhaustive analysis of secondary data, Rocío identifies the most relevant dynamics in this industry, such as competition among consolidated players, barriers for new entrants and the crucial role of consumers.

"From my professional experience creating a brand in this sector, I always observed the lack of structured studies that analyzed its competitive dynamics," said Rocío. This academic void was what led her to explore the topic from the perspective of Strategic Management, a discipline that, according to her, "provides robust tools to understand the forces that shape the market and the opportunities for companies."

The work not only highlights the particularities of the children's fashion sector, but also provides practical strategies to promote the sustainable growth of companies, especially small ones, which face greater operational and competitive challenges. "The main challenge was overcoming the lack of access to detailed sources of information on such a specific sector," noted Rocio. Key to this was a combination of in-depth interviews with market players and secondary analysis to fill information gaps.

Rocío also highlighted how enriching it was to connect academic theory with business practice. "Learning to apply tools such as PESTEL analysis or Porter's forces not only transformed my view of the sector, but also my understanding of business strategy in general." In addition, working with key industry associations allowed him to gain unique perspectives that enriched his analysis.

After the presentation of her thesis, the doctoral candidate underlined the satisfaction of having contributed with a pioneering analysis in this field. "This work not only fills a gap in academic research, but also offers practical tools for companies and associations in the sector." On a personal level, she commented that this process strengthened her analytical, research and communication skills, reaffirming her passion for strategy as a driver to help organizations adapt and thrive in competitive environments.