The Resource Based View (RBV) incorporates traditional strategy insights into the distinct competencies and heterogeneous capabilities of a company. Moreover, the allocation, exploitation and combination of resources reaches a decisive threshold for competition in markets permeated by uncertainty and pressures of all kinds. The objective of the study was to understand how clothing manufacturers in Sarandi (Rio Grande do Sul) formulate their strategies based on tangible and intangible resources. For this purpose, qualitative and exploratory research was carried out, with data collection through interviews with the directors of three industries. The data obtained were submitted to content analysis. The results show that the manufacturers adopt emerging strategies, relying on entrepreneurship, environmental, design, planning and learning. In terms of resources, intangible assets help promote competitiveness, and can lead to competitive advantage, being characterized as fundamental in the execution of objectives, goals and strategies. However, despite the manufacturers’ potential for strategic exploration, and the possibility of increasing their competitiveness in their market, no sustainable competitive advantage was identified.