We recently had a good article about the tariffs and the price of shoes here which had a good explanation for why the retail price goes up at the same rate as the tariff. Sorry I can't find and link it.
1. The average apparel retail store margin is nominally 50%, but half of that margin is given back to the consumer for their ubiquitous sales. So that $20 shirt costs the store $10, but the average selling price is actually $15. So if they directly pass through the 10% tariff, it adds $1 to the average $15 sale on that $20 shirt.
2. Increased prices reduce sales. Non-product costs are fairly fixed, so just passing through the tariffs will have a significant impact on store profitability. Retail stores are going bankrupt left and right in this Amazon age. They don't have the capacity to absorb increased costs, if they don't pass them on they'll just go bankrupt more quickly. So that $1 in tariffs turns into a $1.50 price increase.
1. The average apparel retail store margin is nominally 50%, but half of that margin is given back to the consumer for their ubiquitous sales. So that $20 shirt costs the store $10, but the average selling price is actually $15. So if they directly pass through the 10% tariff, it adds $1 to the average $15 sale on that $20 shirt.
2. Increased prices reduce sales. Non-product costs are fairly fixed, so just passing through the tariffs will have a significant impact on store profitability. Retail stores are going bankrupt left and right in this Amazon age. They don't have the capacity to absorb increased costs, if they don't pass them on they'll just go bankrupt more quickly. So that $1 in tariffs turns into a $1.50 price increase.