The history of luxury branding related to human’s develop history, also related to nowday’s consumer’s behavior. Author tracing back to the origin of luxury, to define "what makes a luxury brand?" Analyzing three major luxury group: LVMH, Richmont and Kering to figure out their branding model. And using the survey to prove consumer’s behavior. The result showed that consumers still paying attention when they purchase luxury products. After the network booming, the luxury brands have involved with online shopping, it's an efficient way to promote their brands images to consumers. Research method: Content analysis, Historic research and questionnaire method.