Why stores sell the same clothes under different labels

You don’t have to be a shopaholic to notice some of Australia’s most popular stores stock a variety of their own brands.

Whether you’re browsing in Big W and Kmart, or Zara and H&M, you’ll find similar items with different labels - and different price tags.

So are we paying more for better style and quality, or just for a different brand?

“I think you don’t need to spend the extra money in a lot of circumstances,” director of the Dry Cleaning Institute of Australia, George Masselos, told A Current Affair.

One collared shirt from Millers was $20, while another one by Maggie T for Millers was two and a half times the price.

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A pair of TRF jeans from Zara cost $45.95, but a pair from the Zara Woman collection was $70.

“I think the other cheaper one is much better value and will be more enjoyable to wear.”

In menswear, a men’s long sleeve tee from Target’s collection is $15, but a similar top from the store’s Piping Hot label cost $20.