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Consider shirts, for example. Macy’s boasted 129 different men’s styles, priced from $1.99 to $14.09. Korvette, by contrast, stocked only 35 styles of men’s shirts, priced from $1.49 to $6.99. While it was difficult to pin down precise numbers, Korvette’s “bargain” prices were at least in part a reflection of its relatively paltry selection. Neither the $1.99 shirt from Macy’s nor the $1.49 shirt from Korvette was likely to be of the highest quality, and it was impossible to know which of the two offered the best value. But Macy’s customers had the opportunity to compare a $1.99 shirt with a $14.09 shirt, while Korvette shoppers were limited to the low end of the category. For Korvette this had the advantage of shielding customers from top-of-the-line goods that by comparison may have made their largely low-end lines appear shabby. For Korvette customers to make truly informed buying decisions was nearly impossible.
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