Wholesale selling price for branded footwear. Other competitive factors being equal (S/Q rating,
product line breadth, advertising, rebate offers, and so on), the more a company's wholesale price to
footwear retailers in a geographic region exceeds the geographic industry average, the more that
footwear consumers in that region will be inclined to shift their purchases to lower-priced brands—
since higher wholesale prices to footwear retailers translate into higher retail prices for footwear
consumers