The difference between luxury brands and fashion brands is not only in the aspects of product quality and pricing but also applies to availability and exclusivity of the products. Fashion brands are for the mass market, whether they are of high quality or not. Luxury brands are for a distinct narrow market and are defined by high quality, differentiation and precision in product design and manufacture. A brand is either a luxury brand or it is not. There is no go-between. If a brand does not set out to target the high-end market, then it is difficult to become a luxury brand. So what brands are the true luxury brands? Heritage and tradition have always played a vital role in this sector. This is the reason that the industry is emphasizing the differences between luxury and prestige brands, premium brands and fashion brands. The traditional view of luxury has been affected by the recent changes in the consumer landscape. Despite this, the true luxury and prestige brands such as Louis Vuitton, Chanel, Hermes, Cartier, Rolex and Gucci, remain unwavering and not compromising their core values and continuously influencing their consumers’ thinking, albeit a more mass consumer base. These brands have strategies that address the difficult paradox of the combination of exclusivity and availability and to appeal to many while appearing to be right for only a special few.