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Discount-heavy pricing strategies create long-term cycles of dependence that lead to promotion-addicted shoppers and lowered profit-margins—companies end up repeatedly undercutting themselves. Brands and retailers, therefore, are looking for ways to wean people off of these discounts and utilize everyday low-price strategies and or other pricing strategies that undercut competitors. Newer direct-to-consumer brands have broken free from these models by using a high-priced “straw man,” eliminating the need for discounts and opting for low- and full-price models.

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