Dressing Without Logos: How Chinese Consumers Make Sense of and Legitimize Quiet-Luxury-Inspired Imitation Fashion Products
(2026) SMMP40 20261Department of Service Studies
- Abstract
- This thesis explores the phenomenon of quiet-luxury-inspired imitation fashion products in China. In recent years, quiet luxury has regained increasing visibility as a fashion aesthetic associated with understated design, subtle distinction, and material quality. With this trend, Chinese e-commerce platforms have seen the growth of brands that imitate the aesthetic and material qualities of high-end minimalist fashion without directly reproducing visible logos. While previous research on imitation and counterfeit consumption has mainly focused on luxury goods with explicit brand markers, less attention has been paid to products that imitate a quieter and more logo-free aesthetic system. This study departs from Chinese consumers of such... (More)
- This thesis explores the phenomenon of quiet-luxury-inspired imitation fashion products in China. In recent years, quiet luxury has regained increasing visibility as a fashion aesthetic associated with understated design, subtle distinction, and material quality. With this trend, Chinese e-commerce platforms have seen the growth of brands that imitate the aesthetic and material qualities of high-end minimalist fashion without directly reproducing visible logos. While previous research on imitation and counterfeit consumption has mainly focused on luxury goods with explicit brand markers, less attention has been paid to products that imitate a quieter and more logo-free aesthetic system. This study departs from Chinese consumers of such products, with the aim of contributing to the understanding of how consumers make sense of quiet-luxury-inspired imitation fashion products and how they construct and legitimize this form of consumption in relation to their identity and values. To fulfill this aim, 15 semi-structured interviews were conducted. Based on the empirical material, the study presents results showing that these products are generally not understood simply as fake luxury goods, but are instead evaluated through fabric, cut, silhouette, overall wearing effect, and value for money. The results further show that consumers use this form of consumption to present themselves as tasteful, rational, restrained, and discerning customers, while also legitimizing it through different forms of justification, boundary drawing, and responsibility management. From these results, two conclusions can be drawn. First, quiet-luxury-inspired imitation consumption is understood less through visible brand substitution than through aesthetic and material evaluation. Second, consumers do not make this form of consumption acceptable by denying imitation altogether, but by presenting it as a choice that fits their values, self-image, and practical circumstances. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9234566
- author
- Wei, Qifei LU and Zhang, Xinyu
- supervisor
- organization
- course
- SMMP40 20261
- year
- 2026
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- quiet luxury, imitation fashion products, Chinese consumers, consumer legitimation, identity
- language
- English
- id
- 9234566
- date added to LUP
- 2026-06-10 09:15:34
- date last changed
- 2026-06-10 09:15:34
@misc{9234566,
abstract = {{This thesis explores the phenomenon of quiet-luxury-inspired imitation fashion products in China. In recent years, quiet luxury has regained increasing visibility as a fashion aesthetic associated with understated design, subtle distinction, and material quality. With this trend, Chinese e-commerce platforms have seen the growth of brands that imitate the aesthetic and material qualities of high-end minimalist fashion without directly reproducing visible logos. While previous research on imitation and counterfeit consumption has mainly focused on luxury goods with explicit brand markers, less attention has been paid to products that imitate a quieter and more logo-free aesthetic system. This study departs from Chinese consumers of such products, with the aim of contributing to the understanding of how consumers make sense of quiet-luxury-inspired imitation fashion products and how they construct and legitimize this form of consumption in relation to their identity and values. To fulfill this aim, 15 semi-structured interviews were conducted. Based on the empirical material, the study presents results showing that these products are generally not understood simply as fake luxury goods, but are instead evaluated through fabric, cut, silhouette, overall wearing effect, and value for money. The results further show that consumers use this form of consumption to present themselves as tasteful, rational, restrained, and discerning customers, while also legitimizing it through different forms of justification, boundary drawing, and responsibility management. From these results, two conclusions can be drawn. First, quiet-luxury-inspired imitation consumption is understood less through visible brand substitution than through aesthetic and material evaluation. Second, consumers do not make this form of consumption acceptable by denying imitation altogether, but by presenting it as a choice that fits their values, self-image, and practical circumstances.}},
author = {{Wei, Qifei and Zhang, Xinyu}},
language = {{eng}},
note = {{Student Paper}},
title = {{Dressing Without Logos: How Chinese Consumers Make Sense of and Legitimize Quiet-Luxury-Inspired Imitation Fashion Products}},
year = {{2026}},
}