That's not true. Take a look at the prices of OC, Hoka, Brooks, etc..... They are not cheaper than non signature Nike's.A lot of people don't realize it, but Nike has not been doing good the last few years.
Buying expensive everyday casual attire isn't exactly what people want right now.
The issue with Nike is two fold, extreme over reliance on legacy designs, and refusal to meet customer demand with specific designs and colors.
Nike turned their backs on their customers and are hurting because the customers then went elsewhere.