Counterfeiting on Luxury Goods
Consuming counterfeit products social effects. Consumers want to project a desired social image
Consumers want to project an external image of themselves that gives them a certain social status, even though internally they know they did not pay top dollar for their "luxury good." For example, someone who buys a counterfeit Louis Vuitton bag does so for the purpose of being able to present herself in fashionable light without having to pay for it.
Thus, the reason that people buy counterfeit goods is simple: it is easy and one can maintain a status without paying a significant cost
This explanation, of course, only applies to individuals who want to be viewed as someone who is part of a particular social class or who has a social status (when in actuality he or she is on the outside of that class/status)
Someone who is actually a member of the class or state that can afford luxury goods does not go out of his or her way to locate counterfeit goods; the purpose of buying or wearing or driving luxury goods is that it displays one's wealth. If such a member actually purchased a counterfeit good it would go against the whole purpose of buying luxury; the consumer would feel cheated and rightly so.
4. Conclusion
Therefore, for members of the luxury brand class, of the upper classes that is, it is important to have authentic goods -- items that are legitimate luxury items, because it is a display of the actual wealth; such persons do not want to possess inauthentic items
For outsiders of this class, however, having luxury goods is something they cannot afford, but they still want to mimic the upper class and project those brands that mark their distinction. Thus, the seek out counterfeit goods that they can afford that still give of the same authentic look as the actual luxury brands. This makes the person feel that he or she is part of a class to which they actually do not belong.
Deliberate...
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