that guy means confused, no? full-price retail as in not a discount site. but even if you want to talk about a piece that's being sold at full price as opposed to sale, the store markup is usually like 2.3x-2.5x wholesale, so out of that 2.3x-2.5x markup the store has to make enough money for rent, utilities, staff, more money to buy new inventory for the next season, etc. Even if you sell a really expensive item at full price, you're only bringing in a small chunk of cash. You need to sell A LOT of them to do well. Most retail shops fail within their first few years. i'm guessing you get much better margins on stuff like perfume and handbags, which is why those are the money makers for most luxury brands.