First Insight’s October 2019 report on price elasticity reveals that retailers are often misaligned with consumer price sensitivity across categories like womenswear, menswear, childrenswear, and home goods. Elasticity is generally decreasing—consumers are less price-sensitive—creating opportunities to raise prices. For example, in womenswear, items like dresses and sleepwear have falling elasticity, yet prices are being reduced. Menswear shows room to increase prices in outerwear and accessories, while children’s tops are underpriced despite low elasticity. In home goods, decor and textiles are undervalued, while housewares remain more price-sensitive .

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