vineri, 7 octombrie 2016

Why buying fake brands hurts rich people’s feelings?

Counterfeiting is a hugely successful industry, especially because luxury brands are extremely expensive for ordinary people, but they are also so cool to wear or being seen wearing them. Counterfeiting fashion products are easy to find, cheap and they might be one of the prime reasons why China is on the world map.  

Why buying fake brands hurts rich people’s feelings? 

According to the European Union Intelectual Property Office Observatory (EUIPO), causes direct and indirect revenue loses, including in public finance:

 - 9.7% of sales lost by the sector due to counterfeiting
- €26.3 billion of revenue lost annually by the sector
- €17 billion of sales lost in related sectors

- 363 000 direct jobs lost

- 518 281 direct and indirect jobs lost

- €8.1 billion of government revenue lost (social contributions and taxes).
Counterfeit Fashion Goods: The Social Perspective
From the luxury fashion brands perspective: is this the ultimate sign of flattery or is a major issue for their business? As you might consider, people from this category wouldn’t afford to buy those expensive fashion products in the first place, so who cares if one lady buys a Burberry purse for 20 dollars and another lady spends 3000 dollars for the original one. Here’s the moment when the social perspective comes in.

Social sciences call this external validation, which refers to what signals do you send to other people regarding what you’re wearing. Back in Antique Rome, wardrobe was governed by sumptuary laws, that were able to dictate to people what to wear, according to their social status.

When you’re wearing the real thing you’re more likely to have a different sensation and you might tent to be more aware of the fact that you’re wearing a very expensive accessory.
"Luxury is aspirational, it was never meant to be purchased by everyone. With the media portraying designer looks as 'must-haves', the rise of a counterfeit industry is an inevitable consequence." (Gregor Jackson for Huffington Post partner at luxury brand consultancy gpstudio)

If you see a woman wearing an original Prada purse and others might think that it’s a fake one, what’s the actual value of the external validation? From this point of view, it seems that people who buy fake products are able to reduce the value of external validation in people who buy original fashion products. So, in the end, it seems that is not necessary a matter of money, but a matter of social value and social validation in rich people. 

So, you know when people say ''come on, don't get too emotional'' (like you normally aren't), actually rich people might get their feelings hurt when they're seesing someone dressed like them, only cheaper.

In an interview for Huffington Post, Gregor Jackson, partner at luxury brand consultancy gpstudio, said that luxury fashion brands are focusing on 'beyond the product' type of service, in order to emphasize the value they provide in terms of self validation and social status.  

 (...) for example Tiffany's taking its customers behind the scenes through their social media. Others have made products harder to counterfeit – for example by using specific materials or creating limited editions. (Gregor Jackson for Huffington Post).

Source: foto top

6 levels of validation

Even if fashion is not part of the 6 levels of validation, it is important from the social perspective - a social proof of that you are, a proof of your social status or of something to want to look like. This is one of the reasons why celebrities are walking advertisements and not only in terms of fashion, as you can see below. 




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