Why would Versace, Chanel, Burberry etc which are considered luxury brands, all of the sudden sell discounted frames? They have extensive markups on all of the

Why would Versace, Chanel, Burberry etc which are considered luxury brands, all of the sudden sell discounted frames? They have extensive markups on all of their clothing, handbags etc. They are targeting a different, and I would imagine dwindling, market. There are plenty of options online and offline for cheaper frames.