Article: THE PRICING GAME; IN THE FIRST INSTALLMENT OF A SIX-PART SERIES, FN REPORTS ON HOW THE INDEPENDENT RETAILER IS FARING IN THE MARKDOWN WARS, COMPETING AGAINST DEPARTMENT STORES AND STRIVING TO SATISFY A SALE-ADDICTED CONSUMER.(Shoe Inn Inc.)

Faced with growing competition from major retail giants, an increasingly promotional atmosphere and a savvier consumer, today's independent retailers are finding themselves in the middle of a pricing war.

Independents are struggling against the department stores, which can afford lower markups and are quick to jump on the promotion bandwagon. They are battling with the ever-growing notion of mid-season sales, which consumers have come to expect. And, to top it off, they are confronting an economy that appears to be heading south.

As the battle rages on, these small to mid-size businesses are devising strategies to stay ahead. Reformulating buying ...

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