In the seller's defense, she might not know a Quindici from a Couture from a mainline. Her listing was about as bare bones as you can get. She probably saw Zegna on the tie and Zegna on the box and assumed they went together. For all we know, she may have acquired it that way. Who knows?
Yeah, I edited my response to account for that. That said, if it was an innocent mistake, the buyer could politely ask for some sort of compromise short of a return. It really depends on how much he likes the tie he got.
@drlivingston totally agree with you - If it came as pictured in the box, as it was described (which was minimal) then although it might be what was expected she sold the item as photographed with no returns. You might be able to force a return if you really really wanted to but I would side with the seller.