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© 2011 Taylor and Francis

CHAPTER THREE

THE MARKET OF COUNTERFEIT

GOODS

Fake Stuff

Key Ideas

The Rise of Brand Names

Celebration of Life Events

The Production of Fake Luxury Goods

© 2011 Taylor and Francis

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.

2009 Forbes Luxury Brands’ Ranking

Brand Name

3

4

1

2

Louis Vuitton

Hermes

Gucci

Chanel

Main Product

Purse

Purse

Brand value

($ billion)

19.3

7.48

Clothes and Purse 7.46

Purse 6.62

© 2011 Taylor and Francis

6

7

8

2009 Forbes Luxury Brands’ Ranking

(cont’d)

Brand Name Main Product

5 Rolex Watch

Brand value

($ billion)

5.52

Hennessy

Cartier

Liquor

Jewelry

Moet & Chandon Champaign

5.38

5.19

4.84

© 2011 Taylor and Francis

2009 Forbes Luxury Brands’ Ranking

(cont’d)

Brand Name

9 Fendi

10 Prada

Main Product

Purse

Clothes and Purse

Brand value

($ billion)

3.47

2.69

© 2011 Taylor and Francis

Celebration of Life Events

Brand names are given as gifts during comingof-age, wedding or other significant life events

.

Brand names are seen as investment targets

Methodology: focus groups and interviews, observation

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.

Differences between fake and real

Check stitching, hardware, leather accent, dust cover, color

Spelling errors are indicators for counterfeits

Authenticity card can be fake

Counterfeit Trade’s Impact on Brand

Names (Sportswear)

Adidas 31%

Source: “Alla sbarra in

Cina il mercato dei falsi,”

La Republlica (Italian newspaper) November 4th

2005.

Nike 28%

FILA 9%

Reebok

Kappa

9%

6%

Counterfeit Trade’s Impact on Brand

Names (Casual Fashion)

Versace 19%

Source: “Alla sbarra in

Cina il mercato dei falsi,”

La Republlica (Italian newspaper) November 4th

2005.

Lee Cooper

Calvin Klein

10%

10%

Lacoste 6%

Levi’s

Burberry

6%

3%

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