what gets me with brands is summed up best in the pub exchange;
"mate, what were you thinking when you bought that jacket"
"what? It's [insert brand here]"
"How much?"
"[Insert inflated price tag here]"
"Nice"
I've never figured out if the 'nice' is sarcastic or not. But suddenly it's gone from essentially saying that jacket (or other item of clothing) is ugly etc to endorsing the blokes purchase purely on the fact it's a certain brand.
would the Triumph TR8 (image for reference) have sold better (they did sell a fair few of them) had it been designed and built by Lotus or one of the Italian sports car companies?
Surely that's all most branding on clothing is, a label that pushes the price up or justifies an odd design without question.
There are obviously exceptions, I stick to known brands when buying wet-suits, kayak gear and mountaineering clothing, but generally brands that have been around a while and aren't overpriced