Nike.  Juicy Couture.  Abercrombie & Fitch.  American Eagle.  Designers for these brands, and a host of others, want you to buy your clothes from them.  A baseball cap with a Nike Swoosh can cost $18.  A plain ball cap from Target can cost a third of that.

It’s the same with all sorts of apparel, from jeans to shoes. Why?  For one thing, you pay the price to wear a famous name.  Companies that do a lot of advertising need to pay for that advertising, and do that through their higher prices. Designer clothes often have better quality and materials.  But sometimes, it makes sense to go with a lesser-known brand.

Before you buy, ask yourself:

Is this a long-term purchase? If you’re buying a winter coat—something you may wear every day for four months this year and for many more years down the road, it make sense to get the best quality you can afford.  While this could mean a designer brand, it could also mean a very well made store brand.  Check the cut, fit, materials and seams to see if the item is put together well before you decide.

Is it trendy? Leggings are in this winter.  But unless you live in the Arctic, you won’t wear them all year, and they may not be as popular next year. So instead of buying the $45 tights from Athleta, a $10 pair from Kohl’s might be just as stylish.

Is it on sale? Store specials and customer appreciation rewards can bring down the price on items. Plan your purchase to use this to your advantage.

Thinking about your purchases, and the value they will bring to you—regardless of their brand name—will help you make the right choice.

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