They thought their client base was rich customers with high disposable incomes which they could spend on their “luxury high quality goods” (a.k.a impractical yet pretty looking products)

In reality their customers were just the same as any online shopper, they want something cheaper than they can buy it for in a physical shop.

If you want to do well online the solution simple

- learn the word SALE (very useful these days)
- create unique content that will bring people to your site