Misrepresentation of pricing

I'm writing this on behalf of my dad.He went to the store yesterday to buy a Signature suit coat.There was no floor staff at the time so he found a Signature coat that he liked which were all placed under the big pricing block of R999.Thinking he has a bargain, he purchased it only to see that he was charged a full price of R1199 instead.He paid for it in full.Walking out the store,he went back to the coat rack to see why he paid so much.He finally saw an assistant and asked him.That guy said that the price is only for the comfort range coats which were placed on the wall instead of under the discount price due to lack of space on the wall,I asked him how were we to know,he said well im telling you now.We examined that coat but nowhere does it say comfort range on it.You cant put the wrong coats under a specific discount price and expect a customer to know that the price doesn't apply.Your price layout is wrong,robbing the customer.How do we know that you put the price there because you can't plan properly.That isnt our problem.My dad,like other customers buy items based on assumptions that you people know what you are doing and care about your loyal customers.He just got ******