Women’s Wear Daily reports: MILAN – Stefano Gabbana and Domenico Dolce are continuing their push for revolution in the fashion industry – this time taking on prices.

Evidence of the lower prices is seen in the following items: A pair of five-pocket jeans for spring will sell for $450 (for spring 2009 they cost $695); a dress will cost $1,469, down from $2,295; a leather bomber jacket will be priced at $1,499, compared with $2,296, and an iconic stretch silk tulle corset dress will go to $3,589 from last year’s $5,200.

Gabbana doesn’t believe customers will feel betrayed or taken for a ride by having paid more in the past. “Our goal is the consumer and to keep the thousands of people that work for us,” he said.

Added Dolce, “This is the only way to save the market and our companies. It’s time to turn the page.”

Read entire story at WWD