How important are brand names when choosing clothes?

Some brands are rightfully associated with quality. For poeple who don't have much time, or can't be bothered or hate shopping, choosing a brand like this makes the whole process easy and safe. If you want to take the time to assess the garment quality on your own, there are lots of great not so well known fashion lines and even no-brand clothes. Always look for the 4 "f"s: fashion (is the style current?), fit (not too tight, not too loose, will you neeed to alter it, is it worth it?), fabric (cotton, linen, silk, wool are natural fibers and usually indicate good quality), finishing (it is all in the details: buttons, zippers, lining...).