I do not believe that women should use luxury brands to keep other women away from their significant other. I feel that women buy designer goods to show it off to other women, because they want to feel a sense of status and superiority. In my opinion, women buy luxury brands to intimidate other women and to feel better about themselves. In addition, women like the product they are buying and know that other women will be the ones looking at their new handbag because most men will not notice these things. However, I do agree with Wang and Griskeviciu that men purchase luxury cars, watches and luxury products in order to become more attractive to a women. Women always look at men to represent power and have a status symbol. From what I have experienced from seeing friends and family, girls were more attracted to my friends when they had fancy and expensive items.
Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women
Journal of Consumer Research , p. 000
Published by: The University of Chicago Press
Article Stable URL: http://www.jstor.org/stable/10.1086/673256