 Hello, my name is Phuong Nguyen and I come from Vietnam. I have graduated from the 2020 International Business Management, BA program from Teaside University. My project was previously investigated the potential of a luxury market in Prague based on the purchasing impetus of multicultural young women for high-end products. Specifically, it was to explore the impacts of trends and psychological factors on conspicuous consumption in connection to the social values and cultural dimensions. The results of the project suddenly benefited many stakeholders in the field of luxury products, such as the marketers, owners of high-end brands, craftsmen and the government. The conduction of the research was performed by the usage of questionnaire based on quota-sending and interviews by non-standardized methods. It was done in the capital city of the Czech Republic, where I solved data after a certain demographic that had the experience or knowledge in regards to purchasing high-end goods. Moreover, I also required quality data from experts and brand owners that were involved in such industry, as they provided a unique perspective and bias in regard to mechanism behind conspicuous consumption. Unfortunately, the products faced difficulties in carrying out the methodology previously as the world was impacted by the first wave of the viral outbreak known as COVID-19, which has highly influenced the progress and the data collection of my research. Because of it, the local government has imposed by law self-isolation during the pandemic, which has hindered my ability as a research to commit physical interactions with potential participants and interviewees in order to collect quantitative and qualitative data. Therefore, I had to adapt by using the contingency plan, which meant that I had to reach to the online platforms, which consist of users that were living in Prague. Despite the difficulties, the research findings suggest some specific preferences of young consumers from different countries in the way they make purchasing decisions. In particular, young Asian women tend to invest in high-end cosmetic products. Americans would buy luxury drinks and food, while other customers from European countries are likely to buy high-end fashion items. Such buying decisions are mostly driven by their cultural background, social economic position, the current trends in the market, and psychological impacts. By analyzing the differences in the shopping pattern of young women from different cultures, the research would be beneficial to luxury brands in targeting consumer groups and to the government, as many of the individuals participating in the research were tourists who would not only come to the country for the luxury shopping, but also for other services and activities.