I think the company must be thinking this way:
Initially they puposely put high prices and invest in marketing so that they can create a 'BRAND' image in the general public.Public also thinks that higher the price,greater its quality will be.MOst of the people take their price as a shock and forget to analyse the quality.
Once they establish their BRAND image,they reduce their prices greatly.The customer(who has a prejudice that the garments are of higher quality) thinks that he must take benefit of this oppurtunity as he is getting such as REPUTED brand at ordinary price.Ans here is how his prejudice costs him!