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In an effort to turn around sales, Abercrombie & Fitch executives are considering cutting prices at its stores, a strategy that it has refused to undertake to compete with other chains.The retailer definitely needs to do something. During its most recent quarter, same-store sales fell a whopping 30% year over year, while net sales fell 23%. Those are bad numbers even in this crazy environment.One thing that seems to worry management though is ruining the perception of Abercrombie’s exclusivity. The Wall Street Journal quoted an analyst saying that Abercrombie doesn’t it felt like there is a “fire sale” at stores.But can’t management lower prices without making extreme cuts. In this economy it seems that exclusivity is less important to the consumer than getting a deal. Or does discounting truly lead to brand deterioration?

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