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JC Penney decided to show the actual price on clothing instead of what clothing retailers usually do, which is a grossly inflated price and then a slash through it and another sticker that reads like 30% off and bullshit events like "store credit" and discount sales every weekend. It was called "Fair and Square Pricing" and was quite competitive price wise with other retailers.
It nearly bankrupted them because nobody wanted to shop at a place where they weren't getting a deal.
https://www.nbcnews.com/technolog/fair-square-pricing-thatll-never-work-jc-penney-we-being-794530