The dress store is having a sale where all merchandise is 1/4 off. A women buys $54 of merchandise at the sale price. What would she have to pay at the regular price ?

If all merchandise is 1/4 off, it means the women paid 1 - 1/4 = 3/4 of the regular price.

Let X be the regular price.
So it means X * 3/4 = $54.
Therefore the regular price X = $54 * 4/3 = $72. Answer: \boxed{72}.