I see your point, but to be fair let's just recognize that most items on Yoox are discounted from what they would have been originally priced. Yes, as of late some items are popping up close to or above MSRP (depending on your country), but the overwhelming amount of stuff is often deeply or reasonably discounted. That is what robxznyc is suggesting.
We will have to find a happy medium with Yoox. Often times, people shopping on Yoox are upset that the items they want do not hang around until the rock bottom pricing kicks in. Well, not everything will stay around; more and more people are shopping on Yoox. So while Jeremy wants that Caruso blazer at $350, Scott snapped the last one up at $475. Scott still wins because it would have cost him upwards of $2000 at retail.
Rob also makes a point that Yoox needs to make a good profit. It's a relatively new company after its merger with Porter (Porter having hardly ever made a profit) and for the business to thrive then they of course will want to make more money.
New full-price online stores are coming to market, but none of them compete with Yoox (the discount site) in terms of breadth, price and diversity. I would much rather pay a little bit more and keep Yoox in the black as opposed to Yoox always underpricing and becoming insolvent. As far of off-price goes, the competition is in the doldrums because there of less inventory to go around; go look at Gilt and the paltry selections: Amazon just closed MyHabit: most department store outlets sell clothes that were specifically made for the outlet. For off-price, Yoox was and still is your best bet on Earth.
YNAP is now a company worth a market cap of 3bln euros. It is now even a constituent of the Italian stock market benchmark FTSE MIB. With that comes added scrutiny vis-à-vis quarterly earnings (and especially sales growth). YOOX after the merger has taken some steps like jacking up the starting price of items (in relation to MSRP); reducing the number of SUPERSTAR 20% promotions and of course removing the "New" items from any promotion for a period of a month.
Either, they are going for higher turnover (which I doubt) or increasing the profit per item.
With big data analytics involved in this kind of operation, they would have statistically significant results in a month or so. It would be interesting to see how they react to it. If they don't do anything, i.e. keep the current model, it will go to show that they are achieving the forecasted sales growth. If not, we'd see some changes back towards the old model...