One problem is simply the line of clothes offered in your stores. Sales data indicated that consumers were snapping up higher priced and higher quality items whenever you stocked them, so the company debuted its Ann Taylor Collection, a line of 50 up scale items that are about 40 percent more expensive than the typical clothing sold in your stores. The timing, just 6 months before the recession, however was terrible. Now you've hired a new designer and asked her trim prices but deliver greater value.