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Free keywords:
counterfeiting, value construction, fashion, imagination, consumption
Abstract:
This chapter provides insight into how consumers of counterfeit fashion and fashion accessories attribute qualities to fashion fakes and what these qualities are.Results from qualitative interviews with German counterfeit consumers are used to develop and illustrate the author’s theoretical claims. The study shows that the qualities of copies are perceived to be inherently different from those of original items and that the power of imagination and self-deception is limited. Authenticity is a crucial quality, one which is lacking in the case of counterfeiting. As a result, value construction is deficient and the consumption of fakes cannot sustainably replace the consumption of originals.
