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（一）同步心理需要
人是在社会中生活的，人与人互相接触，互相比较是难免的，从而社会上回有意无意地产生一定的攀比现象。在消费者中，通常会产生欲求迎合某种流行风气或与群体中大部分成员保持一致的心理，这在消费行为中称之为同步心理需求。而爱马仕作为高档奢侈品牌，饱受追求优雅、品质的高端消费者的青睐，从而引起他们的大量购买，这时，同样处于高端消费层的消费者们，则会有产生一种同步心理需要，希望自己的消费能够跟上同水平消费者的步伐，进而也加入到爱马仕粉丝一族。
(A) Synchronized psychological need
People are living in a society. They have contact with each other. Comparison with each other is inevitable. And therefore the comparisons phenomenon will be produced in the community intentionally or unintentionally. Among consumers, people usually will have the desire to match some kind of popular culture or inline with the majority of the members and groups to maintain a consistent mentality. In consumer behavior’s term, this is called synchronized psychological needs. Hermes, as a high-end luxury brands, is most-followed by those who pursuit elegance and high-end quality consumers, resulting in a large quantity purchase by them. Then those who are in the same high-end consumer level consumers will produce a synchronized psychological needs and hope that their consumption will keep up with the pace of the same level of consumers. Thereby they also join Hermes fans family.

（二）优越心理需要
由于怀有希望别人对自己的支付能力、审美能力、挑选能力的赞美与尊重，因而在购买活动中，往往会产生不甘落后，争强好胜，显示其超过常人的购买条件与能力的优越心理需要。爱马仕作为著名奢侈品牌，其产品均是价值不菲。因此，人们普遍认为能够买的起爱马仕商品的消费者均是处于社会上层，收入较高的高端消费者。这样，很多消费者为了满足自己内心想要获得社会尊重，想要获得优越感的心里需要，促使自己去购买爱马仕品牌产品，即使自己并不拥有足够强的购买力。
(B) Psychological need of superiority
Cherished by the hope that others will praise and respect on their ability to spend, their aesthetic ability, their selection ability, people will thus show their superiority psychological needs in their buying activities by follow-suit, be belligerent, and to show their higher than normal spending conditions and the superior ability. Hermes as a leading luxury brand, its products are very expensive. Therefore, it is generally agreed that consumers can afford to buy Hermes goods are in the upper social strata, and are high-end consumers with higher incomes. In this way, many consumers want to satisfy their inner need of superiority, and to promote themselves to get the community’s respect, will buy Hermes products even if they do not have enough purchasing power.

（三）趋美心理需要
对商品美感的追求，是自古以来就普遍存在的消费需求。随着社会生产的不断发展，消费者对商品美感的渴求之心也愈来愈盛。爱马仕一直秉承着超凡卓越、极至绚烂的设计理念，造就优雅之极的传统典范，让所有的产品至精至美、无可挑剔。因此能够满足消费者对于美的追求，有人称Hermes的产品为思想深邃、品位高尚、内涵丰富、工艺精湛的艺术品。消费者在购买了之后能够非常满足，因此买到了自己内心的完美。
(C) Psychological need for beauty
The pursuit of beauty in goods is very common in consumer demand since ancient times. With the continuous development of social production, the consumers’ desire of beauty from goods are growing more and more. Hermes has been adhering to the extraordinary excellence, extreme gorgeous design concept, creating the traditional elegance to the extremity. It produces all products to the highest quality and beauty and impeccable. It is able to meet consumer demand for the pursuit of beauty, Hermes products are renowned for sophisticated, high quality, rich in content, and exquisite works of art. Consumers are very satisfied after their purchase, so they can satisfy their own inner perfection.

（四）求名心理需要
名牌商品是知名度高、信誉好的商品，是通过市场检验、消费者认可的商品。对名牌商品的信任与追求，对著名商标的忠实感，是不少消费者存在的一种心理需要。爱马仕（Hermès）于1837年由Thierry Hermès创立于法国巴黎，迄今已有170多年的悠久历史，是世界著名的奢侈品品牌。并且拥有极其良好的信誉，消费者信任爱马仕，并对其产品不断追求。消费者在消费的过程中，因为购买到了自己一直追逐着的名牌产品，满足了内心的求名心理需要。
(D) Psychological need for Fame
Brand-name merchandise is well-known, reputable products. It is recognized by consumers through the market test. The trust and the pursuit of the brand-name goods, the loyalty of the well-known trademark, is a psychological need that exists in many consumers’ mind. Hermès was founded in 1837 by Thierry Hermès in Paris, France. To date, more than 170 years of history, is a world famous luxury brands. And it has an extremely good reputation. Consumers trust Hermes and pursuit with their products constantly. In the process of consumption, consumers buy the brand-name products that they have been chasing and meet their psychological need of inner fame.

1. Synchronized psychological need
People are living in a society. They have contact with each other. Comparison with each other is inevitable. And therefore the comparisons phenomenon will be produced in the community intentionally or unintentionally. Among consumers, people usually will have the desire to match some kind of popular culture or inline with the majority of the members and groups to maintain a consistent mentality. In consumer behavior’s term, this is called synchronized psychological needs. Hermes, as a high-end luxury brands, is most-followed by those who pursuit elegance and high-end quality consumers, resulting in a large quantity purchase by them. Then those who are in the same high-end consumer level consumers will produce a synchronized psychological needs and hope that their consumption will keep up with the pace of the same level of consumers. Thereby they also join Hermes fans family.
2. Psychological need of superiority
Cherished by the hope that others will praise and respect on their ability to spend, their aesthetic ability, their selection ability, people will thus show their superiority psychological needs in their buying activities by follow-suit, be belligerent, and to show their higher than normal spending conditions and the superior ability. Hermes as a leading luxury brand, its products are very expensive. Therefore, it is generally agreed that consumers can afford to buy Hermes goods are in the upper social strata, and are high-end consumers with higher incomes. In this way, many consumers want to satisfy their inner need of superiority, and to promote themselves to get the community’s respect, will buy Hermes products even if they do not have enough purchasing power.
3. Psychological need for beauty
The pursuit of beauty in goods is very common in consumer demand since ancient times. With the continuous development of social production, the consumers’ desire of beauty from goods are growing more and more. Hermes has been adhering to the extraordinary excellence, extreme gorgeous design concept, creating the traditional elegance to the extremity. It produces all products to the highest quality and beauty and impeccable. It is able to meet consumer demand for the pursuit of beauty, Hermes products are renowned for sophisticated, high quality, rich in content, and exquisite works of art. Consumers are very satisfied after their purchase, so they can satisfy their own inner perfection.
4. Psychological need for Fame
Brand-name merchandise is well-known, reputable products. It is recognized by consumers through the market test. The trust and the pursuit of the brand-name goods, the loyalty of the well-known trademark, is a psychological need that exists in many consumers’ mind. Hermès was founded in 1837 by Thierry Hermès in Paris, France. To date, more than 170 years of history, is a world famous luxury brands. And it has an extremely good reputation. Consumers trust Hermes and pursuit with their products constantly. In the process of consumption, consumers buy the brand-name products that they have been chasing and meet their psychological need of inner fame.