JC Penney continues to exemplify the danger of discounting. It's that once a brand starts discounting, it's impossible to stop. I originally chronicled pricing problem JC Penney was entangled in last spring and shortly after they began tip-toeing back to a discounting strategy.
Now, without those nearly 600 sales per year, its brand is on life support. Forced to act, JC Penney just announced, what else, more sales.
It cannot be said enough: when you live by the deal, you die by the deal.