In the article, it is proved that in the modern economic situation the main criteria predefining further improvement of the capital of luxury goods is the life duration index of the trade activity. The key difference of the life cycle duration for trade activity from that of an enterprise under consideration, that realized luxury goods (stages include: stage of implementation to markets – stage of growth – stage of maturity – stage of saturation – stage of recession), is related to the fact that the length of the life cycle duration for trade activity has a changed form, namely repeating life cycle of the activity. As a result, the authors proved that the obsolescence of collections being realized and a number of other reasons, for example, the lack of connection between the life cycle of an enterprise and the life cycle of trade activity thereof, lead to the decrease of the level of loyalty to the enterprise realizing luxury goods and to the decrease in the volume of sales.