Earlier quoted context omitted.
It's a great question, and the answer is that you're missing the change in demand. Let's say Foot Locker tries to keep the same absolute profit $50 and retails the shoes for $125 instead of the previous $100. Now demand goes down, because more people will skip a new pair of sneakers. So Foot Locker's absolute profit goes down . But they still have the same fixed retail space, advertising, and labor as you said. So to…
There is also the fact that with each USD you can buy less and less as a private person. So to have the same quality of life, you expect higher returns. Which mean that you will choose to invest into companies that offers a better return, and for that, these companies will have raise their prices, which in turn, spirals into additional price raises.
Yes investors look for maximal returns, but those are limited. Fundamentally the ceiling is set by demand and by your competitor's prices.