An investigation by CBC's Marketplace reveals that Old Navy and Canadian Tire often misrepresent sale prices. Many items at Old Navy were on sale for the majority of a monitored seven-month period, including some items that never saw a regular price. At Canadian Tire, discounts were occasionally better outside major sales events. Experts argue that brands must maintain transparency in pricing to build consumer trust, emphasizing that deceptive pricing can alienate shoppers and damage brand reputation.
"Honest and transparent practices go a long way. Trust is really difficult to build and easy to break," said Ying Zhu, an associate professor of management at University of British Columbia's Okanagan Campus.
Some of the Old Navy items on sale most often included a ladies' button-down shirt that was discounted 80 percent of the time, men's shorts that were on sale 98 percent of the time and a men's T-shirt that was never listed at regular price.
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