WHY DO WOMEN BUY LUXURY PRODUCTS? To Keep Other Women From Stealing Their Man. “We found that a woman who is wearing luxury items and designer brands is perceived to have a more devoted partner and as a result other women are less likely to flirt with him. Regardless of who actually purchased the items, other women inferred that the man had something to do with it and is thus more devoted to her.” The study finds that men and women both spend money on expensive items to impress . . . women, just in different ways.