Consumers now have broader selections of luxury consumption and frequently switch brands As a consequence, relying on high position of brand names is insufficient; the need to develop the traditional strategic management in order to distinguish the brand from competitors is crucial. Choo et al. (2012) advocate that this new approach for global target consumers is essential since the forces driving consumption differs across continents. This, in turn, decreases the stability of the symbolic meaning of luxury; meanwhile the individual values become more imperative (e.g. unique experience, outstanding quality).