I am not sure what lookbook you are looking at, but the pictures on their website are uninspiring at best and don't do their garments justice.Flipping through William Lockie's Fall/Winter 2021 lookbook, every jumper looks elegant and stylish.
It's truly a shame that none of these styles ever get produced, so common folks have to resort to the Oxton 1-ply or the Chirnside 4-ply from third parties and call it a day.
A lot of their different makeups do get made for stores you and I have never heard of. Stores in Japan. Stores without websites. I mean, even among stores with websites, I just found this sweater last week (not cashmere).
I don't think they have the sales because of comparison shopping. Like, literally try to find any of their products elsewhere. 90+% of the time you won't be able to.Paul Stuart is a perfect example. Thirty years ago, they had one or two sales per year. Now it's literally year-round because people are accustomed to getting deals, whether through comparison shopping or sales shopping.
I think they have (1) determined that a sale model with high full price prices works best for them and (2) decided to make a lot of products, many of which are strange or different. With them, a lot of their online stuff also isn't in stores and a lot of their in-store stuff isn't online. Come to think of it, I'm not really sure what their business model is.
But yeah, people like deals. I'm not denying that. Finding deals or feeling like you are getting a good price is a different thing than comparison shopping, though.