How to Combat Counterfeiting in Global Market

Counterfeiting on Luxury Goods Consuming counterfeit products social effects. Consumers want to project a desired social image Consumers want to project an external image of themselves that gives them a certain social status, even though internally they know they did not pay top dollar for their "luxury good." For example, someone who buys a counterfeit Louis Vuitton bag does so for the purpose of being able to present herself in fashionable light without having to pay for it.

Thus, the reason that people buy counterfeit goods is simple: it is easy and one can maintain a status without paying a significant cost This explanation, of course, only applies to individuals who want to be viewed as someone who is part of a particular social class or who has a social status (when in actuality he or she is on the outside of that class/status) Someone who is actually a member of the class or state that can afford luxury goods does not go out of his or her way to locate counterfeit goods; the purpose of buying or wearing or driving luxury goods is that it displays one's wealth.

If such a member actually purchased a counterfeit good it would go against the whole purpose of buying luxury; the consumer would feel cheated and rightly so. 4.

Conclusion Therefore, for members of the luxury brand class, of the upper classes that is, it is important to have authentic goods -- items that are legitimate luxury items, because it is a display of the actual wealth; such persons do not want to possess inauthentic items For outsiders of this class, however, having luxury goods is something they cannot afford, but they still want to mimic the upper class and project those brands that mark their distinction.

Thus, the seek out counterfeit goods that they can afford that still give of the same authentic look as the actual luxury brands. This makes the person feel that he or she is part of a class to which they actually do not belong. Deliberate consumers of counterfeit goods are motivated by the desire to project an elitist image; accidental consumers of counterfeit goods are motivated to buy authentic items but are tricked by counterfeiters who make a profit by selling the fake item for top dollar prices.

8) Consuming Counterfeit Products and Constructing Person's Identity Mattel in China When Mattel opened its House of Barbie in Shanghai in 2009, it expected to sell Barbies to Chinese. But the Chinese counterfeit market already produced knock-offs that the Chinese consumer could buy for cheaper than the Mattel Barbie. Mattel was forced to close its doors on the $30 million facility two years after opening.

There was no reason for the Chinese to pay for the luxury of owning a Mattel Barbie doll when a cheap knock-off could be purchased for much less the cost. The same idea happens with wines. Voigt, K. (2012, November 21). What do Chinese consumers want? Not Barbie. CNN. Retrieved from http://edition.cnn.com/2012/11/21/business/china-consumers-barbie/ Wang, H. (2012, October 24). Why Barbie stumbled in China and how she could reinvent herself. Forbes.

Retrieved from http://www.forbes.com/sites/helenwang/2012/10/24/why-barbie-stumbled-in-china-and-how-she-could-re-invent-herself/ Counterfeiting Wine Brands Counterfeiters in wine are able to bottle cheap wine and pass it off as expensive wine and not even professional wine tasters can tell because they are fooled by the label and the packaging. This shows that authenticity is a perception. Constructing a person's image -- in this case the wine maker's -- is all that is needed to fool consumers Food Crimes - "Corkscrewed: The Art Of Fake Wine." YouTube.

Retrieved from https://www.youtube.com/watch?v=GlSUXeiD19E 9) Consuming Counterfeit Products and Building Self-image Constructing a person's identity in counterfeit products is about perception and meeting the needs of the consumer. In China, the consumer did not care about packaging. The consumer just wanted a doll that looked like Barbie. The image of Barbie could be counterfeited and sold for less than the authentic Barbie in China. This building of self-image also happens in art.

Orson Welles' documentary F for Fake shows two artists -- a writer and a painter. Elmyr and his forgery of a painting by Modiglia The first (Clifford Irving) wrote a fictitious book about Howard Hughes and claimed it was true. The painter (Elmyr de Hory) painted masterpieces of art by Picasso and other modern artists and sold them to museums.

Irving wrote a book about Elmyr And Welles made a movie about both showing how forgers can authenticate their own practice F for Fake by Welles and Fraude (on Elmyr) by Irving F for Fake. YouTube. Retrieved from https://www.youtube.com/watch?v=KWZUG0- nn_Q 10) Emerging Themes in The Consumption of Counterfeit Luxury Goods Counterfeiting raises the appeal of luxury goods. Consumers of luxury goods will pay extra for the real/authentic good (Romani, Gistri, Pace, 2012). Romani, S., Gistri, G., Pace, S. (2012).

When counterfeits raise the appeal of luxury brands. Mark Lett, 23: 807-824. Cheap labor drives the counterfeit force. Nearly 70% of counterfeit goods come from China. (Counting the cost of Counterfeiting, 2015, p. 10) Counting the Cost of Counterfeiting: A NetNames Report. (2015). Retrieved from http://www.netnames.com/blog/wp-content/uploads/2015/10/NetNames-Counterfeiting-Report-2015_REVISEDFINAL.pdf The Internet is one way that counterfeiters are expanding their reach: "70% of luxury brand owners consider loss of revenue from counterfeit goods to be the biggest challenge facing them on the Internet today" (Counting the Cost of Counterfeiting, 2015, p. 13).

There is an emotional toll to counterfeiting that consumers pay ( 11) Legal Side Issues in China need to be addressed as this is where most of counterfeiting takes place. But law is not on the side of luxury brand producers. Regulation is difficult. "Laws regarding trademarks in China are different from those in other countries like the U.S." she said. "Without fighting the war on counterfeit without requesting Alibaba and other large Chinese companies to lobby for legal change, will have little to no effect." (Sorin, 2015) Sorin, K. (2015).

Chinese counterfeiting continues to thrive despite resistance. Luxury Daily. Retrieved from http://www.luxurydaily.com/chinese-counterfeit-continues-to-thrive-despite-resistance/ As Shams (2015) reports, "Louis Vuitton, ranked as the world's most valuable luxury brand and valued at $28.1 billion, is considered to be the most aggressive when it comes.