CLEVELAND — “I have a theory that people will always ‘shop up’ but they don't like to ‘shop down,’” said John Zagara, owner of Zagara's Marketplace stores. “So we like to appear upscale, even though our customer base is very mixed, racially and economically.” For Zagara, the key to surviving the current economic slowdown is to maintain the unique feel and product selection of his two stores while providing his customers with values they need when times are tight. “Once they trust your ...

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