ny well known chain stores a participating, iluding macys, angap. in additn to high end boutiques li calvin klein, that comny's c.e.o. tom murry says the goal is to get customers to buy fall faions while th're still at full price. >> the wle idea is to create exciteme about fashion. let's feel positive! and i think we have someeally beautiful oduct in the stores right now. >>eporter: style may be important, but manshoppers also wana deal. putting another way: frugal is the new black. >> reporter: anast richard jaffe says many appal retailers are focusi on loweringhe average price ints in their stores. rather than the $10,000 purse, maybe it's make ten900 purses and attract broader audience trand work down a little bit on the food chain. >> reporter: that's expeed to result in wer luxury goods in stores a more moderately iced bridge line merchandise yore also likely to see more accessories, becau it can be an inexpensive way to spice your wardrobe. whent comes to clothing, many stores are pushing pctical pieces, a rategy that could backfire. >> the w