MKTG 1052: Is imitation the sincerest form of flattery and Understanding counterfeit luxury fashion consumption: Buyer behaviour Casestudy, RMIT, Singapore

Is imitation the sincerest form of flattery? Understanding counterfeit luxury fashion consumption.

The global market for non-deceptive counterfeit goods, in which consumers know that they are buying the fakes, has grown rapidly over the past two decades. Estimated to be worth $585 billion in financial value in 2011, which has grown over 10,000 percent in the past two decades, and fuelled by consumer demand and enormous returns on investment, counterfeiting is considered a major threat to the wellbeing of consumers, the brand owners, governments and society at large. Hence, the issue of counterfeiting has attracted considerable research attention in recent years.