Some of us enjoy being associated with a fashion vision or a specific brand. We pay for the exclusive sensation that fashion houses, such as Ralph Lauren or Hermes give us. Do we really pay more than $100 dollars for a t-shirt just because its quality is good? Of course, there are other reasons and most of them are psychological. Actually, people buy expensive clothes in order to be considered by others to be rich. In this case we pay for the sense of ‘success’. If you own a scarf of a belt of some certain brand, it merely means that you want to associate yourself to the fashion house.