Let his cost price be Rs.x
Then his marked price = Rs.(x+10x100)=Rs.11x10
He then sells it at a discount of 10% on this marked price
∴ Discount = 10% of Rs. 11x10=Rs.11x10×10100=Rs.11x100
∴ His S.P. = Rs.(11x10−11x100)=Rs.110x−11x100=Rs.99x100
Since his C.P. > S.P. hence there will be a loss
and loss = C.P. - S.P. = Rs.(x−99x100)=Rs.x100
∴ Loss percent = x100×1x×100=1
Hence the required loss = 1%