Cost is a tricky one. I change the subject usually. It's acceptable if you spent a lot on a name they know, like Armani, or Hugo Boss, or Diesel, because they're designers and they must be worth the money. But our brands are unknown to most, and so are not perceived to be worth the money we put in. If you try to argue merits such as details, material, quality, cut, you'll come off as a nerd, and nerds aren't cool. And spending hundreds to be a nerd is just stupid.