The argument in sixteen sections: where the market split, where we actually sit, the seven ways a price gets held, and the two plays we can afford. Nine brand studies in the appendix.
READ THIS FIRST · FOR THE PLAN SESSIONSEvery brand we studied on one field: what customers really pay, what each keeps as margin, and how each holds its price. Switch garment, pick a question, click any brand for its full record and sources.
204 PRICE OBSERVATIONS, EACH DATED AND RATEDThe decision history: what changed on 17 July, the reasoning behind it, the six plays, and the run to the August business plan sessions.
DECISION HISTORY