Become the High-Value, High-Price ProviderLet your competitors fight over the pennies while you slip off with the dollars. Customers are willing to pay more for perceived value. They don't buy designer clothes because they're going to last longer; they buy them as a status symbol. Find a way to set yourself apart from the competition by offering better customer service, better image, better packaging, a green advantage, a good citizen image, etc.
Focus on the Cash CowsIt's easy to waste time and on things that offer very little return. In other words, don't lose a $600 sale with a 50 percent profit margin to a $12 T-shirt.
I learned this the hard way when I had a vintage airplane ride business. We found that we spent a ton of time fussing with our T-shirt inventory--having them designed, finding printers, keeping all the sizes in stock, and so on. That time would have been much more productively spent marketing our $600 WWII airplane rides.