As own brand products have evolved from simply ‘cheap’ options into desirable and competitive goods, those who couldn’t afford to buy anything else have been joined by people from all backgrounds. How is this embrace of private labels changing Britons’ sense of loyalty to traditional brands?

In an increasingly saturated market, multi-brand retailers such as ASOS and Amazon are investing in their own private label clothing lines to bolster margin, add market share and offer shoppers something they couldn’t find elsewhere. How has own-brand fashion gone from underdog to on-trend?

Over the past couple of years, retail giant Amazon has been ramping up its fashion division. Although relatively new to the fashion scene, the retailer is expected to become the biggest clothing seller in the US – in part, driven high numbers of low involvement purchases like underwear.

Amazon might know how to sell books, tech and functional basics, but can the online retailer play in the league of high-end fashion? It's now hoping to win over the hearts of affluent fashionistas by offering up garments made up to customers' measurements.