People are globalized, and with the internet, routinely arbitrage price differences which is leading to a more global MSRP. For example, a study of over 1 mill

People are globalized, and with the internet, routinely arbitrage price differences which is leading to a more global MSRP. For example, a study of over 1 million bank accounts in Australia (i.e. 1 in 22 Australians) in 2011 by the Commonwealth Bank of Australia showed that over 75% of e-commerce by revenue was cross-border (i.e. Australians were importing). Thanks to the rapid appreciation of the AUD until 2012, brands benefitted from as much as a 50% boost in MSRP locally, and Australians ended up importing not just clothes and cosmetics but things like lawn mowers. This higher MSRP was so profitable to the brands that they were very strict on enforcing it. I won't mention any names but an online retail shop was opened by a large European investment group in the hope of using gray import from Hong Kong to cut MSRP; the brands tracked the news and informed the group that they would stop supplying the European investments of said group if the new Australian entity did not respect local sourcing rules. Another large retail group told me they were making 40% of their global EBT from Australia, where they only employed 4 staff to smooth arrivals at customs (they offered free 3-week shipping to Australia from their UK warehouse). Anecdotal evidence (such as French acquaintances buying glasses from Australian online retailers) seem to point at a reversal in the situation.