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“Amazon and Walmart have invested heavily in their apparel sections and offer that at a lower price point,” Wimer said.

But newer brands tend to have a higher price point - Tendai tells me that Ruka's most popular synthetic hair type costs around 2.5 times more than several high street brands.

Although spending $19 on a single strawberry may seem ludicrous to many, there’s reasoning behind the fruit’s high price point.

Forever 21 faces heavy competition from online-only retailers including Temu and other up-and-coming brands such as Edikted, which offer more products at a lower price point.

Breakfast and dinner were lovely, though in a city brimming with unforgettable food at every price point, I generally prefer to dine beyond my hotel walls.