In their “Weekly Thought-Starter“, Google offers the tip that aspirational shoppers will search for things that look like other things, along with advice for meeting the needs of these searchers. They suggest empathy to the mindset, whether your product is the costly side of the comparison and want to emphasize its value, or you have the cost-conscious alternative and want to emphasize its quality. Enable product comparisons, both directly, and in content optimized to return your page when people search for similar items.
Searches are a fun way to dip into the zeitgeist of what people are looking for: https://www.google.com/search?q=*+that+looks+like+*&oq=*+that+looks+like+*