The price of an item has been reduced by 40%. The original price was $90. What is the price of the item now?

The reduction in price is calculated as 40% of $90, which is (40/100) * $90 = $<<40/100*90=36>>36.

Therefore, the price of the item now is $90 - $36 = $<<90-36=54>>54. Answer: \boxed{54}.

To find the price of the item after a 40% reduction, follow these steps:

Step 1: Convert the percentage to a decimal form.
40% = 0.40

Step 2: Calculate the reduction amount.
Reduction amount = 0.40 * $90 = $36

Step 3: Subtract the reduction amount from the original price to find the new price.
New price = $90 - $36 = $54

Therefore, the price of the item now is $54.