Most people in Australia don't.
I personally reckon that if you want brand name clothes, go for it. In my experience though, a lot of them ARE better quality. The material may feel similar to that of a regular Target shirt but they last longer, and brand stores are more likely to carry in-between sizes, with a better variety of styles to fit different body shapes. In some cases, yeah, you ARE just forking out that extra 10-20 bucks just for the label, but hey, there's no denying that a brand name written on the tag of your jeans looks better than Target's 2 red circles.