Veblen effect represents an exception of the law of the demand, wherein an increase in the price of a product results in an increase in demand, and vice versa, which contradicts the law of demand. This occurence is connected with expensive luxury goods that are bought for the purpose of showcasing one's high social status or at least the desire to be perceived as such. Fashion brands that sell these types of products, based on long-standing traditions, have a reputation for unique and exclusive goods, which ensures customer acceptance of such freely set above-average selling prices. In the bachelor's thesis, the Veblen effect is defined, the reasons for its occurence (existence) are explained, and its core characteristics are presented. Additionally, the development of luxury fashion brands, their specific features, as well as new purchasing habits in the period following the COVID-19 pandemic, are depicted. All of the above is connected in the final part of the thesis, where the phenomenom of the Veblen effect is analyzed and confirmed using the example of the Hermes brand. By analyzing four models of Birkin bags with different prices, the presence of the Veblen effect in the prestigious fashion industry is proven.