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Thursday, March 29, 2007
Steve Chapman :: Townhall.com Columnist
The Government's Iron Fist Is Not the Consumer's Friend
by Steve Chapman
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If we have learned anything from the failures of socialism and the achievements of capitalism, it's that if you want to protect consumers, relying on the wisdom and benevolence of government is not the way to do it. America has the most dynamic environment for retailing because we let rival companies fight it out hammer and tong in the marketplace, using their own judgment about how to satisfy the customer.

But sometimes even we Americans forget that crucial lesson. This week, some Supreme Court justices indicated they think the iron fist of federal law is superior to the invisible hand of the market.

The issue in this case is whether a manufacturer can dictate to retail stores what they can charge for its goods. You might think that if you take the risk of making a product, you should be able to contract with sellers on terms you think will enhance its chances of success. If stores don't want to go along with your preferences, they can carry someone else's products, and you can look for other retail outlets.

But under our strange antitrust laws, that's not always how it works. For a manufacturer to make an agreement with retailers to sell only at a specified minimum price is illegal -- even when it promotes competition and offers benefits to consumers.

The practice, called resale price maintenance, is at the heart of a dispute between Leegin Creative Leather Products, which makes high-end purses and shoes for women, and Kay's Kloset, a suburban Dallas boutique that cut prices on these items below those it had agreed to. When Leegin ended its shipments, the store owners sued, claiming antitrust violations. A jury awarded them $3.6 million, in keeping with established federal law that treats resale price maintenance agreements as invariably malignant.

This view stands up under scrutiny like butter under a hot sun. The assumption is that if you let manufacturers control retail prices, they'll hose consumers for their own profit. But if they wanted to hose consumers, they could just raise the wholesale price they charge to retailers. That way, they would get the full proceeds of the rip-off, instead of sharing them with stores. So it's reasonable to assume there is some motive besides price-gouging at work.

A friend-of-the-court brief filed by 24 economists, including several who have occupied the top antitrust jobs under Democratic and Republican presidents, portrayed the ban on resale price agreements as a relic of economic superstition. Such contracts, they argued, often enhance competition, and there is no evidence they usually harm consumers.

During oral arguments, Justice Stephen Breyer suggested that allowing resale price maintenance agreements would have "massive anti-consumer" effects. What he overlooks is that manufacturers already have all sorts of legal methods to penalize unwanted discounts. Though they may not enter an explicit contract requiring a store to charge a minimum price, they may announce a "suggested" minimum -- and then cut off any retailer that charges less.

The difference between the permissible and the forbidden may make sense to Martians or lawyers, but the economics are identical. Yet in spite of the many ways manufacturers have to set retail prices for their wares -- or because of them -- American consumers have access to a vast array of low-priced goods.

Why would a company making purses or televisions or running shoes want to keep prices at a certain minimum? Maybe to induce stores to offer exceptional service or technical assistance. A store can afford to do that only if it can charge a commensurate price.

But a service-oriented store can't charge a commensurate price if a consumer can come in, get lots of help and then go across the street to Discounts Galore and buy the item at 30 percent off. By setting a floor, the manufacturer can prevent "free-riding" by bargain outlets.

In our hypercompetitive retail environment, if the strategy doesn't serve customers, manufacturers who use it won't survive. Consumers who can't get one brand at a discount price will defect to other brands.

Is it possible for resale price maintenance deals to be used for nefarious purposes? Possibly, in rare circumstances. But dropping the current ban wouldn't affect those cases. It would merely obligate the complaining party to show an actual anti-competitive effect.

That's the right policy. You think the manufacturer is trying to stop competition? Fine -- prove it. Otherwise, we'll rely on the robust interaction of many buyers and many sellers to protect the interests of consumers. For that purpose, government intervention is usually a poor substitute.

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About The Author
Steve Chapman is a columnist and editorial writer for the Chicago Tribune.
 
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Really
If I own a store and buy products from a manufacturer, the items become my property. I should be able to sell my property as I see fit. The regulating of prices obstructs the free market.

MikeR
I respect your view since you are in the 'mix'.

If Black and Decker shuts you off for violating their price policy, you can carry products of Milwaukee or Stanley or an unknown brand. You can help determine the free market in your segment. I am sure you know your customers and what they want and are willing to pay. You can, and will, adjust your product mix to please those customers.

If I am wrong, please let me know.

High end
I've worked in high-end fashions. One reason to keep a minnimum price is to preserve the prestige and reputation of a brand. If you offer certain goods at too low a price, they're not high-end any more. Besides, if you do it regularly, people will mostly stop buying them at regular price and that will bring down your earnings.

Stores and manufacturers set up contracts for all sorts of things, from price, to promotion, publicity, financing, etc etc. Also, some of the fashion retail business is done on consignment. That is, the manufacturer sends his products to the store for sale to the public, but he collects only on the goods sold. The rest are usually returned at the end of season, or discounted around that time, or moved to outlet stores.

When we worked on consignment, you can be sure we set very definite minimum prices.

Not reading carefully, MikeR
MikeR: "I should be able to sell my property as I see fit."

The article states:

"a suburban Dallas boutique that cut prices on these items below those it had agreed to."

You should be forced to honor your contractual agreements.

MikeR: "The regulating of prices obstructs the free market."

You entered into a free-market contract to sell a manufacturer's goods for him. A free market means the widest possible latitude to enter freely into private contracts.

The government's only legitimate role is in enforcing contracts that don't have as their intent to cause physical harm (contract killing) or public disorder (driving a herd of cattle through the city streets). As a car dealer, can you subtly add defects(*) to your cars before sale and let the manufacturer pay your service department for resulting repairs under his warranty?

(*) Of course, we made sure that the factory rear brake adjustment was correct. (But then we over-adjusted them so that the shoes would wear prematurely. Shhh!).

MikeR
Okay...if you have bought the product you can sell as you see fit...or as you state,

"I should be able to sell my property as I see fit."

Fine...but that should go for the manufacturer too...to sell or not sell their property as they see fit.

Magnavox
Many many moons ago I used to work in a store that sold Magnavox TVs (when they were actually made in the USA). In order to become an authorized dealer of Magnavox TVs you had to agree to sell at their recommended price.

In an area where people were used to "dickering" this created a lot of problems. What we had to do was offer little "freebies" under the table.

I don't know if they still have this policy or not now.

Handy

MikeR got it wrong.

There was an established contractual agreement between the parties, the retailer broke the agreement giving the manufacturer the opportunity to stop selling goods to them.

You wanna sell below suggested retail price? Then buy from someone who will let you sell below MSRP, or don't sign a contract limiting your selling options !


The Consumer's Friend
I have an 1858 cookbook that advises the housewife how to remove gravel from dried peas and how to tell when a greedy grocer has stretched the flour with powdered plaster. I have a facsimile of a 1900 Sears catalog that offers for sale many patent medicines guaranteed to cure cancer, tuberculosis, female trouble, infertility, and just about any other disease you can name. It wasn't the business world that stopped these practices---it was government regulation. When I shop at the grocery store I have some assurance that the beef I buy is not horse and the chicken I buy is not cat. When I take pills I have some assurance that they haven't been contaminated with a poisonous substance---and that they will cure or relieve the condition they are intended to. Again, we have government regulation to thank. Business is greedy: it will take as much money as it can get. The idea that business will regulate itself is ridiculous---hardly a week goes by that we don't see evidence that business has failed to regulate itself, so it's necessary for government to do this. A legitimate function of government is protection of the people.

I want to know, when I go to the doctor, that the doctor is actually a doctor. I want to know that my hairdresser knows not to put something on my head that will make my hair fall out. I want to know that my attorney hasn't been in jail. I want to know that some local factory isn't defecating its waste into the water supply I drink. I simply don't understand the outcry against government regulation. My great-grandfather died of typhoid in 1887. I probably won't. We all live in much greater safety than our ancestors did---and not because the free market is protecting us: government is protecting us.

To MikeR
If you have the right to sell your property as you see fit, then why can't you sell your home in a nice suburban subdivision to a company that plans to raze it and put a landfill there? Or a U-Haul dealership? Or an after-hours joint that attracts loud drunken customers?

lilly

A number of your posts on this thread and others indicate you have a very low regard for your fellow citizens.

The reason government is as big as it is because there are so many that want to take advantage of others. Is that a good sign? Absolutely not, but to say an impersonal government is better for you than close interpersonal relationships developed through your own contacts or the recommedations of others is ludicrous.

Government does the exact opposite that it should. It does not foster interpersonal relationships. It, in essence, is telling you and me that we cannot trust anyone except them. They are discouraging a community from using its resources for mutual enhancement and instead is telling all of us: you cannot and must trust each other: only trust us.

You are making the government your god, your protecter, your savior. You think it will be the only one there for you when you need it. In order for government it needs money: your money and my money. The only empowerment they have is what you and I give them.

One of the basic principles this country was founded upon was limited government. But, over the years, people decided they would rather have government do their heavy lifting in life off the backs of others rather than take personal responsibility for their own actions.

How in the name of good conscience can you deny that the root of the tens of thousands of problems this country has is because the taxpayers of this country have allowed it? As this country goes to h*ll in a hand basket, we ALL have to share the blame: willing participants or not.
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