It is more than possible that the goods sold on their website are their premium line which they would tend to sell in their own boutiques, and very high end stores (Harrods, Selfridges etc) as opposed to lines which are made specifically to be sold through other stores at a lower price-point. In terms of the price differential you mention, I would agree that (whilst there may be more work in a cardigan, and we may be talking cashmere v. merino) it is difficult to understand if you regard pricing as being merely cost to produce plus a certain margin for profit, but when you realise that the price is notional, and contingent on what the market will support, you will see that the price is simply that which someone is willing to pay. Consider this: I recently bought a RTW jacket from one of the more esteemed Sav. Row tailors. I purchased it for Â£199. Originally, they were asking for Â£800. So, was it only worth what I paid, or was it worth Â£800? Well, it is neither of the above, and both. Some people bought at full price, I would not have done. We are all pleased with our purchases (I assume), so the actual price becomes somewhat irrelevant.