In the world of fashion and luxury goods, the brand is king. As consumers, we are literally in love with our favourite brands. In fact, this desire to own brands is so strong now that we will even buy fakes to make it happen. A marketing expert examines this extraordinary phenomenon, providing a fascinating insight into how the modern consumer behaves and thinks, and how companies (legal or illegal ones) are responding to that.
The brand has become a symbol for quality. When fakes appear on the scene, the quality of goods is inevitably compromised. As a consumer, we know this. But it doesn't deter us from buying fakes. This book examines the complex relationships that consumers have with brands and comes up with some surprising results. When it comes to buying fakes, money is not the only factor at work. Insecurity ("I have to be in the know"), attitude ("I'm cool"), and sheer rebellion (see the rich celebrities who take pleasure in wearing fake designer clothes) enter into this complex equation.
