There are no limits when it comes to imagination to offer a total experience to customer in the luxury segment, from the welcome champagne offered at BMW dealerships reception to the exotic flavors of dinners offered to customers of Louis Vuitton. In Brazil, Louis Vuitton symbolizes an aspirational luxury, often purchased by those who seek status and want the lifestyle represented by the brand. The aim of this study was to investigate motivations for a woman to acquire a luxury, expensive item - a Louis Vuitton bag - despite the impact of its acquisition on her family budget. The evolution of the meaning of luxury throughout history was reviewed, culminating in the post-modern approach, with the recovery of subjective sensations where the search for products not only meets needs but also builds emotional meanings. An exploratory study was conducted based on in depth interviews with 15 women who acquired Louis Vuitton bags. Interviews were analyzed by laddering technique. Results suggest that more important than product attributes, perceived as great, its possession makes women start to feel as placed in a context of social status and prestige. The purchase of a Louis Vuitton bag increases their self-esteem and they perceive themselves professionally successful, important values that actually seem to motivate their decision.