Many luxury brands in automobile sector offer their merchandize and many people buy them. What motivates these consumers? Is it just the brand association ?
I would expect multiple reasons, such as enthusiasm for the manufacturer, self-identification with the manufacturer, design on the merchandise, perceived status afforded by the merchandise, uniqueness or conformity, and peer group acceptance. Note that some of the wearers could have been secondary recipients from hand-me-downs, used merchandise shops, or charitable organizations.