An article in the New York Times (April 14,2013) describes the consumer experience at retailers such as J.C.Penney and the need to enjoy the sale and anchor the value of product sold. J.C.Penney’s attempt to reduce sale items, reduce average prices and stabilize volumes and thus inventory management was expected to impact performance. But customers could not value the products objectively in the absence of a reference price against which prices we being compares, thus sales dropped. Does this suggest that stable pricing should dropped as a apparel retailing strategy? Is it only suitable for high volume low price items ? Why does it work for WalMart and not J.C.Penney ?