This bachelor thesis studies the relationship between the luxury bag and young female consumers, in order to explore how this relationship affects the usage of the luxury bag. Four interviews with females between ages of 20-30 were held, according to an ethnographic method, to examine the purchase experience, the relationship and its influencing factors and also the usage of the luxury bag. This analysis was based on the empirical research, complemented with theories regarding emotional value, the extended self, the individual value- and relationship creation, the cultural and social contexts influences, goods ascribed with human attributes and interpreted on the basis of a hermeneutic method. The study shows that the purchase experience contributes an additional emotional value that affects how the respondents perceive their relationship to the luxury bag. The purchase experience contributes with emotions, which in turn is applied as an extra value to the luxury bag. The study has shown that there is a personal and human relationship between the interviewees and their luxury bag. The interviewees see the luxury bag as a part of the self, which makes the relationship personal, and the interviewees ascribe human attributes, in form of love, identity and solidarity to the luxury bag, which makes the relationship human. The cultural and social context has an influence on the earlier described relationship in forms of the social norms and social acceptance, which limits the interviewees in their relationship and feelings to the luxury bag. Because of the feelings, identity and solidarity that are ascribed to the luxury bag, the bag is more special and valuable to the interviewees. As a result; the luxury bag has a special place in the interviewees' homes; the interviewees are more concerned about their luxury bags; and the interviewees feel a certain way when they use the luxury bag. This shows that the personal and human relationship contributes with values to the luxury bag, which makes it more special. As follows; the usage of the luxury bag has a central role in the interviewee’s lives
