First off, usually consumers invest in designer brands as they confidence in the quality of the company. Investing in luxury food brands gives off the perception that the food may taste better, whilst investing in a luxury car means the drive may be better. It’s the exact same thing with clothing brands. People invest heavily into their clothes, as they feel as if the quality of the product will be worth it in the long run.

The other opinion is that, consumerism is running rife on the world and people just want to fit in. For example, some people may feel that by wearing a designer brand, they will be socially accepted. You may laugh but this does make a lot of sense. You won’t exactly see billionaires wearing Primark clothing. It’s all about being fashionable and trendy.