Attitudes Toward Counterfeit Fashion Products

ATTITUDES TOWARD COUNTERFEIT FASHION PRODUCTS

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Attitudes Toward Counterfeit Fashion

Products: A South Dakota State University

Case Study

Author:

Faculty Advisor:

Department:

Amy Frerichs

Dr. Jane E. Hegland

Design, Merchandising, and Consumer Sciences

ABSTRACT

Ethically, morally, and legally people know it is wrong to produce and use

counterfeit money, but why do we not think twice when it is a fashion product? The

business of counterfeiting fashions is a growing problem with no end in sight. Over the

past few decades, the problem has been increasing to an ultimate high. Purchasing a

counterfeit product reflects on a person’s ethics and morals. There is a difference between

a knock-off version of a designer’s product and a counterfeit product; the terms will be

defined and evaluated. The ethical and legal dilemma that consumers are in will also be

discussed. After a review of the current literature, I look into the attitudes and beliefs of

students at South Dakota State University and interpret what the data from the case study

reflects about the counterfeit fashion industry.

Key words: counterfeit, fashion, attitudes, beliefs

INTRODUCTION

Ethically, morally, and legally, people know it is wrong to produce and use

counterfeit money or copy music CDs and video DVDs, but why do we not think twice

when it is a fashion product? Spotting counterfeit items can be a designer’s worst

nightmare. Designers work hard to create the merchandise they sell. On the other hand,

some consumers cannot afford the merchandise of designers.

The purpose of this paper is to review current literature that examines the difference

between knock-off and counterfeit merchandise, to look at the counterfeit fashion

business, the effects counterfeits have on society, how to spot counterfeit items, and the

ethical dilemma with counterfeit fashion purchases. I also look at a case study of attitudes

and beliefs of apparel merchandising students at South...