Sure all that you say is true. But you must admit that it still puts the product miles ahead of the competition for similar price points. Your conclusion does not follow from your premise. Simply slapping extra brand names on does not put them ahead of anything. Especially since it is obvious from the quality of the goods that they were basically a way for the mill to push out lots of lower-quality yarn. As I wrote before, J. Crew's "Loro Piana" sweaters don't seem any better than Lands End's cashmere sweaters, and are a cut below Brooks Brothers' Scottish-made sweaters. And not even close to a real Loro Piana sweater. On sale, J. Crew has some good deals. I have a couple of the Thomas Mason shirts, because they were good beater dress shirts (sometimes you're afraid to break out the Frays or Charvets). But I paid $30 for them, not $120 or whatever list was. The reason products like Loro Piana may not be the same is because J.Crew acts as both the designer and retailer, whereas Loro Piana sells the raw stuff to designers (or their own) who ship it out and mark it up and then mark it up once again it gets to a department store or boutique. Actually, the reason that a Loro Piana sweater is so much better (and, admittedly, more than 3x the price) than a J. Crew sweater is that the cashmere used is leagues better. Worth the difference? Personal preference. But objectively, they are not remotely the same thing. A very good buy for the money you are paying, one must agree with that. Why must I? They're the best of the American mass market mall stores, but that reminds me of a line about lipstick on a pig... I'm on the side of all the J. Crew defenders. I used to be a big shopper at BR, but now every season its the same damn striped shirts and dark argyle sweaters. It seems the BR color pallete is far more muted than it used to be and is just boring. Plus, their prices have jumped up, but quality and materials hasn't improved at all. When I was an undergrad, Banana was my go-to store. However, now the only things they seem to have that appeal to me are their boxers, loafer socks, and OTC socks when they're marked down to $3/pr. I feel that fabric and tailoring quality also went down from a decade ago. Also, sometime mid-decade Banana decontented from shell buttons on their shirts to plastic. I will not buy a shirt with plastic buttons. Even a polo shirt. I categorize Burberry in the same list as J.Crew. Over priced, crap. Mackintosh coats> Burberry coats. Burberry invented the trench coat. I can't speak to the longevity of their new ones as my Burberry dates from the 1950s, but they still look like high quality pieces. Unless most of the stuff in my local Burberry store.