Introduction Fashion can be clothing, art, music or anything which is popular among a large group of people. It means that new styles and visions are being accepted by reference groups which share the positive feeling about it. Fashion trends move quickly across the world and therefore it has been noticed to carry a collective behaviour (Solomon, Bamossy and Askegaard, 2002). Consumers can adopt fashion changes through similar people, which are known as opinion leaders, or, for example, through mass-communication channels such as music television which highlights current trends. Companies are pushing their brands forward by inserting their brand name on all products. Finnish youngsters are more and more becoming fashion conscious and they create their own styles by travelling and adapting influences from different cultures (Kaskinen 2008). Womens fashion is a global industry with $47 billion in annual sales. Female consumers act as the gatekeepers and have strong purchasing power, especially when studies show that women need clothes for different situations which increase demand. The clothes reflect many personal issues such as age and style. The untruthful message the advertisers give about female bodies and the idea that everyone should be thin, affect women's behaviour and therefore due to the pressure of looking like the models in adverts, women today take more care of themselves. Women go shopping for something they need or shop without any particular product in mind (Silverstein and Sayer, 2009a). In another study Silverstein and Sayer criticised that many marketers still do not recognise the importance of targeting women. Many companies are not making adequate market research on the female market and they are targeting women based on assumptions of what they think they want. Companies often market small sized clothing for women based on the assumption that is what women want (Silverstein and Sayer, 2009b). Fashion and Luxury Brands There are a number of definitions of Fashion but as argued by Juggessur, J. (2011), the connotations and impact of fashion have evolved in order to match the clothing practices of individuals belonging to various social structures and customs. Fashion and clothing have been used synonymously; one view could be that clothing is fashion, although this is short-sighted disregarding the complexities surrounding the subject. Fashion is frequently linked to apparel and appearance, which is ultimately a visual and tangible factor. Therefore, a difficulty arises when attempting to detach fashion from clothing. This paper uses this context to relate clothing of women with luxury brands. Sociologists and psychologists take different approaches when interpreting fashion. Sociologists seek out the motives which moderate fashion in group behaviour, while psychologists seek to comprehend the basic concepts of perception and motivation. Psychologists state that clothing behaviour is psychological in nature. Psychology can be used as the basis of this study as it explains how clothing can be regarded as an intimate part of the self or personality (Horn and Gurel 1975 as cited in Juggessur, 2011). This can be extended to luxury designer handbags and their counterfeit counterparts. Hurlock (1929, p. 44) gives an explanation of Horn and Gurels (1975) notion: We are apt to think of clothes as we do of our bodies, and so to appropriate them that they become perhaps more than any of our other possessions, a part of ourselves in spite of the constant changes in clothing, it is still impossible to disassociate ourselves from this intimate part of our material possessions (Hurlock 1929 as cited in Juggessur, 2011. p.26). Women and Luxury Brands The need for research in order to better understand the role of gender on consumer's response toward luxury brands motivated this paper. As previous literature shows, women are generally described as more interdependent and more concerned with the opinion of others than men. According to evolutionary and sociocultural schools of thought the