Consumption of luxury brand goods and their fakes

Consumption of luxury brand goods and their fakes

Book Description

This book opens the door to the world of luxury brands. Why are luxury brands so attractive that for their sake there will always be those willing to sacrifice their current consumption in order to buy the product of their dream brand in the future? Or, on the contrary, why is someone, having the means, not ready to give them for a genuine luxury brand product, preferring to purchase a fake? Is it possible in the future for young "poseurs" who are struggling to belong to the segment of successful and rich, including through deception, passing off a fake as an original, to enter the segment of consumers of genuine luxury brand goods? In what cases does luxury consumption become a bad taste, and the consumer risks becoming a so-called "parvenu"? What feelings can consumers of genuine and fake luxury brand products have? In the book, the authors have made an attempt to answer these and other questions. The material is replete with practical examples, including references to young luxury brands from Eastern Europe, which are still little known to the Russian audience. Also in the book there are examples from classical literature, as even poets and writers found themselves under the magic of lux. The book will be useful to students, both bachelors and masters, studying marketing and brand management, as well as practicing marketers associated with the luxury industry. This book opens the door to the world of luxury brands. Why are luxury brands so attractive that for their sake there will always be those willing to sacrifice their current consumption in order to buy the product of their dream brand in the future? Or, on the contrary, why is someone, having the means, not ready to give them for a genuine luxury brand product, preferring to purchase a fake? Is it possible in the future for young "poseurs" who are struggling to belong to the segment of successful and rich, including through deception, passing off a fake as an original, to enter the segment of consumers of genuine luxury brand goods? In what cases does luxury consumption become a bad taste, and the consumer risks becoming a so-called "parvenu"? What feelings can consumers of genuine and fake luxury brand products have? In the book, the authors have made an attempt to answer these and other questions. The material is replete with practical examples, including references to young luxury brands from Eastern Europe, which are still little known to the Russian audience. Also in the book there are examples from classical literature, as even poets and writers found themselves under the magic of lux. The book will be useful to students, both bachelors and masters, studying marketing and brand management, as well as practicing marketers associated with the luxury industry.