Does it make sense that people pay over 1500$ for a pair of shoes that aren’t even comfortable? Let me introduce you to Christian Louboutin, the person who started it all. Louboutin’s trademark glossy red soles are said to give customers an instant stamp of fashion excellence. The designer’s motive is to “make shoes that are like jewels”, and each and everyone of his designs represents unparalleled quality and sultriness. These shoes vary from sky high pumps, to slingbacks, to even boots, and for most women, Louboutin is the go-to brand if they want to make the ultimate fashion statement. 
So why would someone choose Louboutin’s? Instead of say, Hush Puppies? Or even Birkenstocks? Which are expensive, but, at least they’re comfortable! The answer lies in personal gratification, which is a psychological need that all consumers have. In order to satisfy this inner need, consumers turn to the hottest shoe on the market, worn by celebrities such as Sarah Jessica Parker, Nicole Kidman, Catherine Zeta-Jones, and the list goes on and on. When there’s media attention, the consumer sees value in the shoes, then the purchase will be made. At the end of the day, it’s about the consumer being happy, so what if a pair of shoes is going to cost a whole month’s rent?
