Why Spend More?

Recently I’ve wondered what it is that makes people willing to spend more money for clothes when there are tons of stores out there that offer clothes at a far lower price. The focus of this question is Aritzia, the women’s clothing store. Everything there has been on sale recently, which I’ve taken advantage of on more than one occasion, but even their sale prices are on the high end. A hat costs $14 on sale, and the original price is $30. A similar hat can be found at Forever 21 for $11.90. What makes people pay for the more expensive hat?