It's true; we, as gals, have an obsession with brands.
I'm really guilty of doing this. Whenever I see someone buy brand items like a gorgeous MA*RS set I go, "Ooh it looks pretty! I want it! I've got to buy it! I bought it." A couple of months ago I bought a MA*RS dress for £92, and it didn't really look as if it was worth that amount of money.
Why did I do this? Because I feel that Japanese gal brand makes you more gal. Well, it certainly helps boost that "gal-ness" anyway.
After this I decided to cut all costs of buying MA*RS and go back to being a budget gal. It was really difficult at first because I was like a addict who's cigarettes/drugs/whatever was taken away from them, but it got easier after a week or two. Even now I'm not so desperate to buy any brand items and this makes me try and think of more ways to wear the stuff I've got. It has really saved my bank and I just feel a lot less guilty now that I haven't bought MA*RS when I should really be buying uni supplies.
My "addiction" is probably due to the way our community values brand items. Like I said before, we have that mindset where if we wear gal brand we are more gal than the person next to us who is wearing local brand. If gal fashion was easier to replicate from our "own" western brands than there wouldn't be so much hassle trying to look like the best gal in the world because you have hundreds of gal brands.