It's quite obvious when the person is just trying to project an image. This girl already made a bad impression with us (that's another story) Kahit friends niya binabara siya because of her kayabangan.
But I think he is referring to women who constantly notice things/stuff. I know several at work who would comment on a person's bag, shoes, clothes, make up, even food. Personally I do not care for brands as long as I like it.