In 2012, JCPenney launched their "Fair and Square" pricing campaign, which included adopting whole number pricing. This campaign was considered a significant failure and is attributed with causing a 20% decrease in sales.
The biggest ones in my mind, the ones my family had always played: they got rid of the game playing involved in buying during sales windows. This eliminated both the urgency to buy and the fun of feeling you were getting a deal other people weren't (this is all from memory I'm afraid)
My own speculation is that he tried to apply hard-line strategies that work when you have a unique good with strictly-set pricing (Apple products), but fall apart when you're selling goods that people can get anywhere for a variety of prices (e.g. Levi's jeans).
It seems that perception of value is more important than actual price. In similar vein there have been many cases where sellers have increased sales of an item significantly by increasing the price to make it seem more valuable.
Of course both techniques can be combined.