Earlier quoted context omitted.
In theory, you're right, however it ignores some key points; -Some of their costs are in fact linear based on the cost of the item. Inventory cost doubles, perhaps now they have to take out higher interest debt to finance that. Things like insurance would also at least double. Transaction fees (like card fees at about ~2%) and other parts (like returns risk) also increase linearly. -Reduced sales due to increased pri…
I think it depends a lot. I remember working in retail for a summer and saw some of the prices. If you wanted to buy an alarm clock, that was 100% markup, but if you wanted to buy the Garmin GPS then it was 15% markup. I would think that specialised and expensive shoes have less markup than cheaper and more common shoes. But if the cheaper and more common shoes become 50% more expensive then there aren’t really any c…
The retailer & the wholesalers involved all have a reasonable idea about what people will pay for the products in question. The portion of that final consumer price that stays with the retailer is just the result of negotiation.
The retailer can likely buy decent alarm clocks from anyone, so alarm clock makers & wholesalers have no pricing power and the retailer can demand high margins.
But the retailer can only get Garmin from Garmin. If Garmin has done a good job promoting the brand, such that the retailer feels they have no choice but to stock it, they will have to suck it up and accept low margins.