LVMH and the Cultural Trend of Consumerism

Abstract

This study aimed to examine how stature and influence of LVMH brand is growing in the culture of consumerism, especially among young consumers, as material living standards become saturated. It also explores the effect that saturation of material living, and how internet influence the foundation of public’s aesthetic and. The study points out that the appearance anxiety from the influence of dressing and beauty bloggers, and the star power of celebrity endorsements prompt the role of social comparison psychology in driving the desire to consume luxury goods. This study also inflects a universal notion between public that life of high consumption is taken as a symbol of happiness and social status and the travel blogger sand a billion bloggers on the internet are strength this notion smoothly. These results show that call for a re-examination of the relationship between consumption and happiness and joy. It is preferable to search for a more sustained and authentic happiness than to consume the “pleasures” of repressed fleeting contact.