The economic growth that East Asian countries (in particular China) experience led to a dramatic increase in the demand for luxury products. The widespread use of them has eliminated to an extent the scarcity effect that distinguishes luxury products from ordinary goods. Yet, these products are largely desired, sought after and distributed with a high price tag, thereupon establishing the new class of neo-luxury products. The current body of knowledge regarding the consumption of luxury products is mostly based on economic and marketing research. There is little reference to the design of luxury goods and even less reference to the effects of design on the perception of luxury goods. Often, marketing research uses terms such as authenticity and aesthetics when defining and describing luxury brands and goods. Nonetheless, “design” is almost completely overlooked in these analyses. Rather, there is an assumption that design is automatically considered an embedded part of luxury creation through words such as “authentic”, “aesthetic” and “heritage.” Nonetheless, looking at the heritage aspects of luxurious products design, one may identify the building blocks that have been present in this market for centuries to create successful brands and products and, during the recent global economic changes, have transform into the new category of "mass luxury". This new product category of neo-luxury products should be looked at and analysed as a class of its own, distinct from luxury goods. In this respect, the luxury segment of the Chinese market is particularly interesting, since it had not experienced this genre of consumerism during most of the contemporary history of the western luxury industry post WWII. Thereupon, the new luxury design that addresses this rapidly growing and relatively immature market does it by harnessing the heritage and the conventional framework of luxury and luxury goods in new ways that can referred to as neo-luxury. The role and position of luxury goods are somewhat questioned in today's mass market: Often, in past times, luxury was associated with rarity (or, at least, with singling out an individual user from the masses of consumers of a similar category product). The paper aims at identifying the attributes of the new, rising class of neo-luxury products that distinguish themselves from the “conventional” luxury goods by utilizing qualitative materials and design. In this respect, aspects of heritage play a major role in the strategic design of these products. Further, they assist in establishing, promoting and

The origins of modern Consumerism can be traced back to the eighteenth century, whereby the concept ofconsumer societies began to flourish in the European block (Stearns, 2001).These were the economies that formed the hub of commercial activities, having had an access to the global products. Furthermore, post Second World War culminated into the ‗economy of abundance‘ as has been rightly suggested by Galbraith in his book ‗The affluent society‘, (1958). This affluence was the result of industrialization and technological revolution in United States and other developed countries that led to the mass production of goods and henceforth increased individuals‘standard of living. 21st century witnessed mushrooming growth in branded goods and consumer‘s aspiration to endlessly spend on luxury goods items. Since then there has been a continuous temptation on consumers end to spend extravagantly and acquire prestigious goods to appear more urbane, chic and sophisticated. Consumers choice of luxury brands is also considered as social indicators that also serve as an artifact for the reflection of their status, eminence and position in Society (Power and Hauge, 2008) Consumers incessant desire to spend on high end luxury brands such as Channel, Burberry, Gucci and Rolex have compelled researchers to understand the prime motivators and determinant factors that instigate consumer behavior towards branded goods. This paper seeks to understand the factors that influence consumer‘s selection of luxury brands in Pakistan and specifically those attributes on the basis of which different product categories are selected. The subsequent text reflects on the literature review related to consumer behavior towards conspicuous goods consumption with specific reference to luxury goods market in Asia and Pakistan.