I've been in retail , with our own clothing shop. On most of DJS's good brands they will be putting 80% margin on a full price. That $200 pair of jeans with the designer label will be costing DJS no more than $100 to buy off the supplier ... Ka-chingo when your fixed costs are covered by the first 10 pairs you sell and you are selling 1 extra pair per day than you were this time last year !!