The Impact of Counterfeit Luxury Bags on Brand Value and Consumer Perception
Location
Sydnor Performance Hall, Schewel Hall
Access Type
Campus Access Only
Presentation Type
Oral presentation
Entry Number
112
Start Date
4-16-2026 8:30 AM
End Date
4-16-2026 8:45 AM
School
School of Liberal Arts and Sciences
Department
Business
Keywords
counterfeit luxury goods, authenticity, luxury branding, consumer behavior, blockchain authentication, brand value, superfakes
Abstract
Within the global luxury handbag market, there is a structural and symbolic transformation as counterfeit products, particularly high-quality “superfakes”, become normalized both online and physically. The growing normalization of counterfeit luxury bags reshapes consumer attitudes toward genuine luxury goods by weakening traditional notions of exclusivity and authenticity. Through case studies of brands such as Chanel, Goyard, and Gucci, along with the analysis of resale platforms and consumer behavior research, this project looks at the effects that these counterfeits have on both consumer perception and brand strategy. By drawing on theories of consumer behavior and object theory, this study looks deeper into the relationship and dual system in which luxury sells prestige and authenticity, while counterfeits sell accessibility and resemblance. This is significant because it examines how counterfeits and imitation transform the meaning of luxury itself. If exclusivity can be negotiated, and more easily accessed, the justification for luxury pricing and value of the brand is at risk. This study contributes to broader understanding of authenticity and brand value in a time where imitation is normalized.
Primary Faculty Mentor(s)
Prof. Stefan Nicovich
Primary Faculty Mentor(s) Department
Marketing
Additional Faculty Mentor(s)
Prof. Elizabeth Sharrett Prof. Frank Whitehouse
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The Impact of Counterfeit Luxury Bags on Brand Value and Consumer Perception
Sydnor Performance Hall, Schewel Hall
Within the global luxury handbag market, there is a structural and symbolic transformation as counterfeit products, particularly high-quality “superfakes”, become normalized both online and physically. The growing normalization of counterfeit luxury bags reshapes consumer attitudes toward genuine luxury goods by weakening traditional notions of exclusivity and authenticity. Through case studies of brands such as Chanel, Goyard, and Gucci, along with the analysis of resale platforms and consumer behavior research, this project looks at the effects that these counterfeits have on both consumer perception and brand strategy. By drawing on theories of consumer behavior and object theory, this study looks deeper into the relationship and dual system in which luxury sells prestige and authenticity, while counterfeits sell accessibility and resemblance. This is significant because it examines how counterfeits and imitation transform the meaning of luxury itself. If exclusivity can be negotiated, and more easily accessed, the justification for luxury pricing and value of the brand is at risk. This study contributes to broader understanding of authenticity and brand value in a time where imitation is normalized.