Materialistic...

I'm sitting wondering why some people are materialistic. It is hard for me to comprehend because my mother did not raise me to care about the name of what i was wearing but to appreciate that i had it! There are many things in this life that i wouldn't mind having BUT refuse to pay some of the prices for them just because of the name being Coach, Gucci, Prada, Fendi, and etc. I personally think that some of those items are ugly! lol! I find it crazy that some people brag that they have Prada this and Coach that. I'm not too big on these obviously but i'm not knocking people who wear brand names but there are so many cute or nice things that do not have a name on them that people won't buy because it is not brand named...Is it really that important to some people to spend their entire check on something name brand? Yet i guess it is to each it's own...right?