Luxury fashion brands: an observation into Johannesburg consumers preferred counterfeit branded product

Abstract

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the Johannesburg consumers’ preferred luxury fashion counterfeit branded products. In order to achieve the research objective, an extensive literary review was conducted with specific focus on the South African (Johannesburg) counterfeit industry. An empirical study was conducted with Johannesburg consumers, through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past previous purchases on luxury fashion counterfeit brands. Once identified, these brands were then utilised to satisfy the research objectives. The results of this research study indicate that Johannesburg consumers’ have a high intention to purchase luxury fashion counterfeit products.