Brands are often a nice shortcut to find a quality item. I was researching a coat for a woman the other day and was looking at a fancy brand one vs. a knockoff. After reading all the reviews it turned out the brand one was much more fitted (shows off your form, not a shapeless box) and had a better closure mechanism (a series of snaps at the bottom below the zipper for closing it up when you are waiting at a bus or something). The brand one isn't competing on razor thin margins to be the cheapest version on the block, so they can spend more money on materials and design and the like. If you don't know clothes very well, it can be a shortcut to an actual, in person, feature by feature comparison in detail. This might mean being able to buy online, or only after visiting one store, instead of visiting a couple. At many income levels, it can make sense to spend money to save time.