Shops pay utilities, salaries, insurance, rent/mortgage, workmans comp. advertising, shipping costs, taxes on inventory etc.
Manufacturers buy advertising, pay salaries, insurance, workmans comp., shipping, duties, taxes, warehouse costs, etc. Ultimately the consumer shares in all of those costs.
We all have a price tolerance. Some consumers want what is new...or want exactly the same fabric that is on the pattern or shop sample and they are willing to pay for the privilege purchasing the collection pieces. We all have buying choices and different budgets.
Sandy