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When You Should Dodge Discounts

Would your store be better off sans sales?

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This story appears in the August 2007 issue of Entrepreneur. Subscribe »

From to to Saturn, some very successful retailers have adopted an "it is what it is" approach to , where price reductions are few and far between. That approach is also working for Lisa Hunter, co-founder of Vian Hunter, an upscale clothing boutique in , California.

"We experimented with [having ], and no one cared," says Hunter, 42. "We don't want our customers to not buy because the item will be marked down in a few months."

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