Women like Chanel Bags Essay Example | Topics and Well Written Essays - 750 words - 1

Women like Chanel Bags - Essay Example In a period when luxury products have been the subject of intensive discussion and debate, current consumers are willing to offer considerably higher amounts of money for luxury products as a display of a particular product brings prestige to the owner apart from the functional utility. Luxury items are becoming a necessity as more than 51 percent women in Tokyo purchase Chanel bags. It is further important to mention that luxury consumption is influenced by factors such as brand image, quality, fashion, store atmosphere and patron status. There are contrasting views from Vigneron and Johnson who believe that categorization of luxury products, hedonist and perfectionists are more interested in pleasure derived from the use of luxury products and less interested in price rather than the quality of product, and its performance which leaves the debate open for discussion whether luxury products are bought for quality or just for the sake of prestige. The market for a luxury product is increasing with increasing income among the middle and high society which forces the manufacturers to provide fashionable items to its consumers which are durable and utilized optimally. Schroeder (1291) mentioned that typical turns in an art, artists, and aesthetics in management and marketing often involve ill-defined groping for innovation, creativity or play. The viability of a fashion brand is dependent upon the efficacy and appropriateness of the decisions of those responsible for its management.