I think the primary reason for that phenomenon is the emergence of capitalism. The influence of capitalism is pervasive in the present day. None of us can deny how does it affect us in our daily life. Moreover, it also shapes our perception of branded goods. In the past, people only buy what they needed rather than what they wanted. If the price of the product tremendously surpassed the cost of it, no one will think that is worthwhile to purchase. Nonetheless, as time goes on, luxurious goods are considered a symbol of social status. Even though the cost performance of fashionable items doesn’t meet our expectations, many people will still snap up these products to highlight their taste or purchasing power. As more advertisements brainwash our value toward well-known brands, more people will be indulged in purchasing items beyond our affordability.