Retailers are rethinking pricing strategies as consumers push back against rising costs in the wake of inflation and economic pressures. Strategies like selective price cuts, bundling essentials, and reframing markdowns aim to balance value for customers while maintaining brand equity. In Business Of Fashion’s article How to Lower Prices Without Hurting Your Brand, Z. John Zhang, Wharton Tsai Wan-Tsai Professor of Marketing explains that while inflation initially allowed brands to raise prices with minimal backlash, consumers are now demanding more affordability, prompting retailers to adapt. Examples like Zara’s “special prices” highlight how subtle shifts in approach can address price sensitivity without eroding a brand’s image.