A decline in the sale of branded goods

I've just heard on Radio 4 that sales of branded goods in the high street have fallen. They say it's now cool to be seen saving money and to be part of us all being in the same boat together.

I wonder what it means for value car brands like Hyundai, Kia, Skoda and to some extent Seat and Suzuki. Most of the new 2009 cars on the road seem to the Fiesta, Ka, 500 and C1.

Regards
Ralph