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Science may be getting very close to answer the age-old question: “What do women really want?” Apparently, the answer is sales — and very hefty ones, at that.

Specifically, 45 percent of women must see a markdown of 41 percent or greater to even enter a store, according to Jim Shea, chief commercial officer of analytics firm First Insight Inc.

Shea, who presented the data at the WWD Men’s Wear Summit this week, said the growing rate at which consumers — both women and men — are expecting deep discounts is becoming a huge challenge for retail.

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