Factores críticos en la disminución de ventas: un estudio de caso en tiendas de ropa de la Plaza Las Américas, Chetumal

This study examines the factors behind the decline in sales among clothing retailers in Plaza Las Américas, Chetumal, highlighting that the downturn is largely due to a marked shift in consumer preferences, with many opting for online platforms or independent entrepreneurs who offer lower prices and a broader range of styles and sizes than traditional physical shops. Alongside these changes in purchasing habits, the research identifies additional drivers such as technological advancement, digitalisation and globalisation, which have reshaped brand–consumer interactions and intensified competition by granting access to worldwide fashion options. The analysis also considers the influence of global economic events, cultural trends and the pervasive impact of social media, all of which exert continuous pressure on brands to adapt. In response, the article explores potential strategies for redefining value propositions, restoring business agility and competing effectively in an increasingly complex marketplace, concluding that the present scenario represents a wake-up call for a sector that must urgently reinvent itself to keep pace with evolving consumer dynamics.