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For helmets, I'd say the single most important factory is fitment and comfort, not brand. Our heads come in all sorts of different shapes (round, oval, squarish on top, etc.), and different helmet models come in different shapes to cater to our needs. So the single most important thing to do is to find that properly shaped helmet that will fit the shape of your own head. If there are any pinch points, the helmet is no good for you. So helmets are one of the things I'd only buy locally. Showrooming in this case seems like a "wrong" thing to do.
Also, I'd try to test-wear as helmet for as long as a shop would allow. One of my first helmets was some sort of HJC. There was absolutely nothing wrong with the helmet itself, and when I first put it on, it felt reasonably comfortable. But I soon found out that about 15 to 20 minutes into my ride, I'd start to feel tired. And then by the 1/2 hour mark, I'd start to get dizzy / nauseated. It turned out that that particular helmet wasn't quite the right shape for my head after all, and the pressure from the helmet / padding on my temples were cutting off circulation to my head. When I switched to a Shoei later, the problem went away.
Obviously, it may not be practical to test-wear a helmet for 1/2 hr at the same. But my point is, try to test wear the helmet for as long as you can. This will reduce the likelihood of the helmet being a poor fit to your head.
Incidentally, I found that my head overwhelmingly prefers Shoei and Arai helmets. There are certain Shoei and Arai models that I put my head into, and it just feels like a perfect fit right from the start.
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