Fashion psychology & counterfeit

The study identified contrasting experiences of purchasing and owning luxury fashion counterfeit items: while some participants carefully considered and were ultimately satisfied with their counterfeit purchase, others impulsively purchased and later reappraised and regretted their decision. The findings underlined the importance of consumer perceptions of quality to luxury and luxury counterfeit fashion products. They showed how education about the unethical features of the counterfeit industry could change consumer behaviour.