Humanity has always felt the need to own luxury items in order to show their social status. In ancient Rome, clothing was a symbol of status and power. The color purple was considered the most prestigious and the upper classes wore it to show their economic power. The reason for this prestige was that the most expensive dyes were used to produce the color purple. Color has therefore become synonymous with wealth and power [Duffy, 2007]. Just like in ancient Rome, people in modern societies desire to show off their high social status. As the upper classes of the Roman Empire did with luxury, the upper classes today spend their money on brands rather than just products. These luxury goods show the economic status of the person. But how do branded items become famous? This article will present the different strategies used to give prestige to people in society. Luxury brands make people feel unique and important. As soon as you enter the store, the staff will receive you with privileged treatment. The staff will offer you something to drink or eat. Louis Vuttion, for example, takes years to properly train its staff so that they are ready to deal with customers. This treatment even extends to personal sizes, Brioni uses specialized tailors to create suits. Special treatments also exist in jewelry stores, Harry Winston for example will allow you to borrow jewelry if you are a frequent or reliable customer. Of course, all this special treatment comes at a price. This is partly why the brand is so expensive. Luxury brands give people social status. People who use designer products feel prestigious. The article published in Fashions Times Magazine titled “Why we care...... middle of article....../2008/08/17/designer-brands-why-are-we -so-obsessed />.University of Management and Technology. “Designer Brands: Why Are We So Obsessed?” 2009: Internet. May 23, 2011. .Duffy, Susana. “Living in luxury in ancient Rome.” 2007: Internet. May 23, 2011. “Why do we care about luxury brands? Fashion Times Magazine. August 3, 2010: Web. May 21, 2011..Coshan, Clair. “Why do some people feel superior to others.” May 21, 2010: Web. May 22 2011. .