A number of studies have been examined on the luxury purchase intention in most of western cultures and developed Asian cultures (Park et al., 2008; Wiedmann et al., 2009; Choo et al., 2012; Shukla. 2012; Walley et al., 2013). However, there are a few studies examines luxury consumption in Southeast Asian countries such as Thailand, which is continuously growing. In addition, there are only a few studies explored on luxury purchase intention towards gift giving: comparison between self-gift and other-gift giving (Chen and Kim, 2013). Hence, the purpose of this paper is to provide insight analysis of consumers’ value on luxury market influent their purchase intention and identify factors contributing to fashion consumption. Specifically, the aim of this research is to generate contemporary insight and a meaningful understanding into the main key dimensions regarding to the concept of luxury management and demographically aspects, as well as exploring the comparison of purchase intention between self-gift and others-gift giving. While exploring, this study also examined the differences of values, motivations and behavior toward luxury brands among consumers in Thailand. In this paper, there were several aspects that effect on consumer’s motivation in purchasing luxury brands. There are three values which are personal values; hedonism and materialism, social values; conspicuous and status, and functional values; uniqueness and quality, included attitudes toward gift giving for both self-gift and other-gift giving. This paper also demonstrate on three demographic variables combine with another three values to provide more of in depth understanding on consumer’s purchase intention. A quantitative research is conducted with consumer adults in Bangkok area as respondent. Males and Females aged than 25 years old living or working in Bangkok area, who have purchased luxury fashion brands. The questionnaire is distributed through online survey which included questions measuring the personal variables (hedonism, materialism, conspicuous, status, uniqueness, and quality), intention to purchase for self-gift and other-gift giving, and demographics (age, income, and prior purchase experience). The questions were rated on a 5-point Likert scale and developed from previous studies (Bearden, 1989; Richins and Dowson, 1992; Badin et al., 1994; Netemeyer, 1995; Tian et al., 2001; Tsai, 2005; Kang and Park-Poaps, 2010; Shukla, 2012). The measurement included factor analysis in order to measure the scales, correlation analyses to examined relationship among variables, and multiple regression to test hypotheses were used to analyze the data. Results indicated that Thai consumers’ purchase intention on luxury designer brand goods had positive effects on gift giving behaviors for both self-gift and other-gift. Social value; conspicuous and status were demonstrate to affect on consumers’ purchase intention on luxury designer brand products as a gift. The result of this study would be beneficial to understand more about the context of Thai consumers; cultural and value that consumers feel toward luxury consumption. A international marketers of luxury designer brands will be able to applied this knowledge in order to make decisions relating to brand positioning, communications and the improvement of products in order to serve the particular needs. Despite that, the determinants of luxury purchasing would assist marketers in seeking ways to develop further marketing strategies of this significant and growing market in Thailand.