It shows who they’ve chosen as their target market in the US. They want customers who care about image over value. They’ve built an image over the years which allows them high margin sales to a select (self-selecting) group of repeat customers.
They gladly ignore marketing to those customers who want value, which has lower margin and where they need to compete with more and more competitors on quality and price. If they provide acceptable value, those customers will come regardless of the image and if they don’t provide the value those customers won’t come.
They’ve no doubt done the research that “image customers” like CK. And whether it’s research or common sense, they expect “value customers” to come back when the stink settles (in a week the way society works these days)
They will never get the value customer back. Look at the cars which are marketed as fashion (Mercedes, BMW, etc). A big part of their customers are going elsewhere. This customer type does not mind paying for quality but want it to last. The marketing something as ‘fashion’ means constant replacement due to what you own is now out of style.