Apparel golden age comingIn aggregate there are less suppliers than customers.
Different apparel firms have different costs. Store, Shipping, Interest on Debt, etc.
The gap between cost and revenue mean the least efficient will lose money and may go bankrupt. If the entire industry has a similar cost like shipping increase they will raise prices on unprofitable customers lowering demand.
Accounting looks at the past while Finance focuses on the future.
Example:
TJX Canada does not do e-commerce so industry raising e-commerce prices which lowers e-commerce demand has no effect on them. TJX Canada Q4 was $1,468B USD and increase of 13% over the prior year!