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What a naive article/response to what is a very good question. In my opinion the suppliers are the biggest driver of retails on branded goods. Of course they cannot dictate but if as a buyer you start to sell a product below the level a supplier would like the supplier will cut off supply to you which in effect is the same as them dictating the retail price.

I ask you this:

-Why are apple goods virtually all the same retail in the UK?
-Why are virtually all luxury goods the same price across the UK?
-Why are luxury watches all the same price in the mainstream retail chains?

and the list goes on....its less of an issue in food and the big 4 are genuine good guys here in driving prices down.....the real culprits are in general merchandise where the brands have massive control on what goes on.

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