Why I hate Aeropostale's discounting system

For at least the past year, Aeropostale's in-store system has been the same: Two racks toward the back with a sign that says everything is 70% off the lowest ticketed price.

The gimmick of course is that the "lowest ticketed price" is rarely that low. The T-shirt I bought yesterday had been marked down to $15.50 -- but the non-discount T-shirts on display at the front of the store were all "Mix & Match: 2 For $22." So $15.50 is hardly a "marked down price" then -- it's actually something of a rip-off.

Of course after taking the 70% discount, the $15.50 shirt cost me just $4.65 -- which is actually a really good deal.

But why the heck should I have to calculate a 70% discount which is, unless you're some kind of savant, not exactly that easy to do.

A good trick is to take 10% of the price and then multiply it by three. So 10% of $15.50 is $1.55. $1.55 times three is $4.65. So the math is doable, but why should I have to do it?

And why does Aeropostale bother discounting everything by only a small amount and then stuffing it on a rack where we have to figure it out? What exactly is the point of this charade? Marking it up to mark it down is a time-honored tradition of slimy salesmanship but marking it up to make me do math is just plain rude.

So here's my plea to Aeropostale: Keep it up with the great sales, but just price stuff at the amount you want to sell it for and spare us the math.
Read Full Story


DJIA 25,453.77 66.59 0.26%
NASDAQ 7,278.27 77.40 1.07%
NIKKEI 225 21,810.52 -459.36 -2.06%
HANG SENG 25,792.87 159.69 0.62%
DAX 11,384.99 59.55 0.53%
USD (per EUR) 1.13 0.01 0.47%
JPY (per USD) 113.94 0.26 0.23%
GBP (per USD) 1.30 0.01 0.82%
USD (per CHF) 1.01 0.00 -0.11%