The nature of fashion products is tremendously fast-moving and temporary phenomenon. Therefore, no goods can be fashionable forever. As a result, at the end of a season, there always are promotionally priced products. According to Kotler and Armstrong (2008), "bargain sales" are temporarily priced products below the normal list prices and sometimes even below costs to improve short-run sales, to increase total sales revenue, and to reduce inventories. When looking back at LV history, one can clearly see that not once in 156 years its prices were reduced. "Why LV never be on sales", this is a frequently asked question. LV knows the adverse effects of price reduction. For instance, the customers will wait until the brand goes on sale and lessening the price can potentially harm a brand's value in the eye of customers. Examining this point, one might conclude that LV fixes the price to stimulate demand of customers at once they are interested in the products and prevent them to postpone the purchasing habit.