Retailer often go through different types of challenging situations which they need to handle in order to stay longer in the business. It is the way they manage these problems that make them winners or losers in the market. One of the vital problems which I think most of the retailers have faced at one point of time or other is the issue with pricing. Proper pricing only will fetch more customers which in turn will help the business to grow in a positive way. The company named H & M faced lots of difficulties due to this when they failed to quote the correct prices for their products. As a result, products worth nearly $4.3 Billion remained unsold and the company had to bear a huge loss for their wrong pricing.