Gap, Abercrombie Need a Pricing Strategy Shift

Gap's namesake chain just introduced its "resolution denim," which it plugs as its best stretch line, but they're already 30 percent off full price (provided you try them on first). At Abercrombie & Fitch Co., a new denim ankle legging is half off. While consumers have long known to wait for the sale, it's becoming increasingly difficult for specialty retailers to get consumers to pay full price for anything, says Credit Suisse analyst Christian Buss, who has tracked promotions the past 18 months.