I remember reading a book a while back that mentioned that the luxury shops in airports don't make any money and don't expect to make sales. They're there to make you see Armani handbags for $2500 and think 'Wow, Armani must be a really luxury brand to have $2500 handbags on sale!'.

This then makes you more likely to later buy an Armani t-shirt for $80.

The store in the airport is there to make you think the brand is glamorous, to convince you of its mystique, not to sell things.