You're probably thinking of former JCPenney CEO Ron Johnson. He tried to do year-round fair pricing, but it got him fired. Turns out people really like discounts, sales, and especially FOMO.
It's not even that people like it, but that they're more likely to purchase and see something as a fair price if it's marked down. If it isn't then most people are just going to assume that the listed price is an inflated pre-sale price.
Most people aren't familiar enough with many markets to actually know what normal prices are and clothing especially is the sort of shit normal men buy maybe once every few years.
You're probably thinking of former JCPenney CEO Ron Johnson. He tried to do year-round fair pricing, but it got him fired. Turns out people really like discounts, sales, and especially FOMO.
It's not even that people like it, but that they're more likely to purchase and see something as a fair price if it's marked down. If it isn't then most people are just going to assume that the listed price is an inflated pre-sale price.
Most people aren't familiar enough with many markets to actually know what normal prices are and clothing especially is the sort of shit normal men buy maybe once every few years.