Abstract:

Consumption is ever lasting no matter how differently it may occur. The increasing manufacturing since the industrial revolution has made redundant consumptions important. Consumption has gained an allure with capitalism due to various advertising or marketing methods. Brands make labels for their products and their promotion and marketing potentials are important to us these days. Even though they are high in price, many luxury brands are being favored and used by consumers. Chanel No.5 brand which has achieved a very important role in luxury consuming was approached in this study. The reasons of why Chanel No.5 scent is widely prefered in luxury consumption, its background and the administrative success behind making this brand attain a place in luxury market was reviewed. 

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