University of Alabama apparel at the SUPe Store on campus is often priced higher than apparel sold at other stores in Tuscaloosa, such as Walmart or Target. Mandy Johnson, associate director of general merchandising for the University Supply Store, said this is due to the brands the store carries.

“Our prices are not higher than prices for the same merchandise at other stores,” she said. “The supply store sells only licensed merchandise.”

The SUPe Store handles the decision of prices for goods based on their judgement of possible revenue. Owned and operated by the University, the SUPe Store also returns its profits back to the University in the form of scholarships and by sponsoring student services, Johnson said.

“The Supply Store sets the price based on suggested retail from the wholesaler or manufacturer and on the margin we need to earn on the merchandise,” she said.

Some students feel the convenience and quality of the merchandise in the SUPe Store excuses its higher prices. Elizabeth Cook, a junior majoring in chemical engineering from Houston, Texas, said she isn’t able to find Alabama 
merchandise easily.

“It’s really hard to find Alabama goods in Texas, but if I do find any they’re going to be lower priced because it’s not a local team,” Cook said. “Every once and a while, like after the national championship, I could find some at Academy and Walmart, but usually it’s not easy to find them.”

Jordan Tucker, a senior majoring in marketing, said he thinks the convenience of the store makes up for its prices.

“People can be on campus and decide to get Alabama goods here instead of somewhere else,” Tucker said. “You give up that lower price for convenience.”