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CHAPTER THREE THE MARKET OF COUNTERFEIT GOODS Fake Stuff © 2011 Taylor and Francis.

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Presentation on theme: "CHAPTER THREE THE MARKET OF COUNTERFEIT GOODS Fake Stuff © 2011 Taylor and Francis."— Presentation transcript:

1 CHAPTER THREE THE MARKET OF COUNTERFEIT GOODS Fake Stuff © 2011 Taylor and Francis

2 Key Ideas  The Rise of Brand Names  Celebration of Life Events  The Production of Fake Luxury Goods © 2011 Taylor and Francis

3 The Rise of Brand Names  Clothing was used to as a symbol of social class in Western society historically. Fashion was one way for the rich to make social distinction.  Luxury goods industry crafted an “aura of good taste” through advertising and marketing.  “Luxeplosion” : Asian consumers accounted for as much as half of the $80 billion global luxury accessories industry.  Growing market of luxury goods in China led to government tax on luxury goods since 2006.

4 2009 Forbes Luxury Brands’ Ranking © 2011 Taylor and Francis Brand NameMain ProductBrand value ($ billion) 1Louis VuittonPurse19.3 2HermesPurse7.48 3GucciClothes and Purse7.46 4ChanelPurse6.62

5 2009 Forbes Luxury Brands’ Ranking (cont’d) Brand NameMain ProductBrand value ($ billion) 5RolexWatch5.52 6HennessyLiquor5.38 7CartierJewelry5.19 8Moet & ChandonChampaign4.84 © 2011 Taylor and Francis

6 2009 Forbes Luxury Brands’ Ranking (cont’d) Brand NameMain ProductBrand value ($ billion) 9FendiPurse PradaClothes and Purse2.69 © 2011 Taylor and Francis

7 Celebration of Life Events  Brand names are given as gifts during coming- of-age, wedding or other significant life events.  Brand names are seen as investment targets  Methodology: focus groups and interviews, observation

8 The Production of Fake Luxury Goods  The market is organized regionally  Profit is the major motivation  Separate jurisdictions and laws between Mainland China, Hong Kong and Taiwan made it easy for counterfeiters to operate from a distance.

9 Differences between fake and real  Check stitching, hardware, leather accent, dust cover, color  Spelling errors are indicators for counterfeits  Authenticity card can be fake

10 Counterfeit Trade’s Impact on Brand Names (Sportswear)  Source: “Alla sbarra in Cina il mercato dei falsi,” La Republlica (Italian newspaper) November 4th Adidas31% Nike28% FILA9% Reebok9% Kappa6%

11 Counterfeit Trade’s Impact on Brand Names (Casual Fashion)  Source: “Alla sbarra in Cina il mercato dei falsi,” La Republlica (Italian newspaper) November 4th Versace19% Lee Cooper10% Calvin Klein10% Lacoste6% Levi’s6% Burberry3%


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