Louis Vuitton is known by leading the fashion without compromising traditional craftsmanship of luxury leather goods. Products of Louis Vuitton are popular, especially among women. It is well known that Louis Vuitton is an expensive brand, but a lot of women are enthusiastic admirers of them. A recent survey of Louis Vuitton shows that Louis Vuitton is considered as the most popular luxury in Shanghai, China. 72% of the interviewees think that Louis Vuitton is their first choice when they buy luxuries. About 64% of the female interviewees consider that Louis Vuitton is their favorite brand. Why do they prefer Louis Vuitton in spite of high prices?