Certain high-end brands have a particular cachet, or respectability. People just know they are the finest of their kind.
The word cachet comes from the French cachet meaning "seal affixed to a letter or document," and if something has cachet, it's as if it has a seal of approval from society. If you start a design company selling cachets for people to seal their letters with fancy wax, try getting some celebrities to endorse it. Then your cachets will have cachet — and that's fancy.