The purpose of this study is to deepen the understanding of consumer psyche and to explore consumer attitudes and intentions with respect to purchase of counterfeit fashion products. The craze to own renowned brands has resulted in increased fake or counterfeit products in the market. In order to be in tune with the latest fashion trends, consumers, who otherwise cannot afford the original brands, are opting for knockoffs. Apart from economic reasons, there are other reasons too that motivate consumers to buy counterfeit products. The study is a qualitative research focusing on understanding the way consumers interpret and make sense of their experience with counterfeit fashion products. A conceptual review was carried out to explore the possible antecedents and results of consumption of non-deceptive counterfeit fashion products.

Counterfeiting has emerged as a flourishing industry, especially in Asia. Large-scale counterfeiting harms brand owners by reducing sales and diluting prestige (Raustiala and Sprigman, 2006), thereby eroding brand value and reducing profits. Moreover, the counterfeit industry also undermines the nation’s economy by circumventing various duties and taxes.

In recent times, people’s attitude towards investing and spending money are changing, and so is their fashion sense. Consumer demand is also increasing due to the pursuit of status goods and the desire for being in tune with fashions and fads (Eisend and Schuchert, 2006). While the financially disadvantaged consumers tend to buy cheaper products, such as private labels, non-branded or even fake goods, the rich consumers are investing more on products at the higher end of the price scale.

Brand Management Journal, Consumer Orientation, Counterfeit Defined, Fashion Products, The Social Aspect, Demand for Counterfeits, Counterfeit Fashion Products, A Qualitative Analysis.