If most luxury fashion is merch, then opt for quality merch, no?

It's the clever thing to do when prices are crazy for 'luxury' branded products, the quality is nosediving and the design looks dialled in

Luxury fashion has been happily heading towards the merch category, where the brand is more important than the design, over the last few years. Brands have been sticking their name onto any old products with a consumer seemingly happy to lap up the lack of quality as long as the desired name was attached. The resale market, where it is all about the label, has helped to propel this need for a brand name and the need for buyers wanting everybody else to know what they have or are wearing. (Leave the price ticket on?)

We’ve been brainwashed into thinking a brand name adds value rather than judging the quality of the item for ourselves.

Last week, I had the opportunity to view the latest collection from The All England Lawn Tennis Club which stages The Championships, Wimbledon. Of course, it is heavily branded around the championships, arguably the world’s most famous tennis event, but, because it is designed and produced in-house, the attention to detail and quality is there.

The London-based merchandise team brings a wealth of expertise from key British design and retail destinations. Since becoming an in-house operation more than four years ago, the talented team has worked to create a best-in-class collection.

Highlights from the range include a navy Harrington jacket complete with an exclusively designed Wimbledon check interior, a white sweatshirt embroidered with a giant strawberry, a retro-inspired navy and white bomber jacket, and an urban-style green and white co-ord tracksuit. A range of Italian leather bags including cross-body bags, shoppers, backpacks, and washbags, designed for taking to the court or on a weekend getaway.

Prices are £15 to £250, offering great value for money and a universe away from designer price tags.

Wimbledon, as an example, got me thinking that if most luxury fashion has turned into branded merchandise, then shouldn’t we just buy quality merchandise? There is no need to dress like a tennis tourist, but at the same time, the quality of these items looked comparable to most designer brands.

Wimbledon has a reputation to protect and this is reflected in its merchandise. It isn’t its main money-maker so margins aren’t squeezed to within an inch of the product’s life and it therefore can offer consumers a more honest price.

Merch like this can be fun and is also a clever way of shopping if you choose a brand which has a name to protect.