nowada, many stores find they must also create connection withheir brands. that's where fashion'sight out cos in-- it's a global retail extravaganza designeto lure men and women into the sres with after hrs events. 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 merchandis