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Fashion eller faux pas? En fallstudie av hur konsumenter på second hand-plattformen Plick ser på konsumtionen av märkeskopior

Lindvall Adebesin, Siri LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
Designer fashion items hold a high status within the fashion industry. A designer brands’
culture, aesthetic, and exclusivity give their products a symbolic value that can be used by
consumers to build identity or express qualities like success or wealth. Therefore it is natural
that counterfeit fashion items emerge as an alternative for consumers who want to emulate
these qualities, but for a cheaper price. This bachelor’s thesis aims to investigate and
understand consumer attitudes, motives, and behaviors towards the consumption of
counterfeit fashion. By examining these aspects, this study can contribute to an increased
understanding of how counterfeits are perceived and therefore demanded within the fashion
industry in a... (More)
Designer fashion items hold a high status within the fashion industry. A designer brands’
culture, aesthetic, and exclusivity give their products a symbolic value that can be used by
consumers to build identity or express qualities like success or wealth. Therefore it is natural
that counterfeit fashion items emerge as an alternative for consumers who want to emulate
these qualities, but for a cheaper price. This bachelor’s thesis aims to investigate and
understand consumer attitudes, motives, and behaviors towards the consumption of
counterfeit fashion. By examining these aspects, this study can contribute to an increased
understanding of how counterfeits are perceived and therefore demanded within the fashion
industry in a broader context. Approaching this topic, a case study was conducted on
consumers of the second hand fashion platform Plick. A web-based survey was used to obtain
both quantitative and qualitative data on Plick-consumers’ attitudes towards counterfeit
fashion. The theoretical framework used to analyze the collected data has its roots in
consumer culture theory. Findings show that the consumption of counterfeit fashion can be
linked to a need to show off one's social status by imitating high status groups in society.
Reasons for consuming counterfeits can also be linked to a perceived need for group
affiliation. By consuming counterfeit fashion consumers try to create a sense of belonging
with high status groups with the aim of being viewed as a group member themselves.
Furthermore, findings also show that reasons for consumers not to purchase counterfeit
fashion can be linked to worries in regards to perceived quality, social and environmental
sustainability, design theft, and authenticity. The study concludes that although the consumers
could identify reasons for wanting to purchase counterfeits, they could not see themselves
consuming counterfeits today due to the negatives outweighing the positives. (Less)
Please use this url to cite or link to this publication:
author
Lindvall Adebesin, Siri LU
supervisor
organization
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
keywords
Fashion, Clothing, Consumption, Counterfeits, Consumer Culture Theory, Mode, Kläder, Konsumtion, Märkeskopior, Konsumtionskulturteori
language
Swedish
id
9171038
date added to LUP
2025-05-22 09:43:09
date last changed
2025-05-22 09:43:09
@misc{9171038,
  abstract     = {{Designer fashion items hold a high status within the fashion industry. A designer brands’
culture, aesthetic, and exclusivity give their products a symbolic value that can be used by
consumers to build identity or express qualities like success or wealth. Therefore it is natural
that counterfeit fashion items emerge as an alternative for consumers who want to emulate
these qualities, but for a cheaper price. This bachelor’s thesis aims to investigate and
understand consumer attitudes, motives, and behaviors towards the consumption of
counterfeit fashion. By examining these aspects, this study can contribute to an increased
understanding of how counterfeits are perceived and therefore demanded within the fashion
industry in a broader context. Approaching this topic, a case study was conducted on
consumers of the second hand fashion platform Plick. A web-based survey was used to obtain
both quantitative and qualitative data on Plick-consumers’ attitudes towards counterfeit
fashion. The theoretical framework used to analyze the collected data has its roots in
consumer culture theory. Findings show that the consumption of counterfeit fashion can be
linked to a need to show off one's social status by imitating high status groups in society.
Reasons for consuming counterfeits can also be linked to a perceived need for group
affiliation. By consuming counterfeit fashion consumers try to create a sense of belonging
with high status groups with the aim of being viewed as a group member themselves.
Furthermore, findings also show that reasons for consumers not to purchase counterfeit
fashion can be linked to worries in regards to perceived quality, social and environmental
sustainability, design theft, and authenticity. The study concludes that although the consumers
could identify reasons for wanting to purchase counterfeits, they could not see themselves
consuming counterfeits today due to the negatives outweighing the positives.}},
  author       = {{Lindvall Adebesin, Siri}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Fashion eller faux pas? En fallstudie av hur konsumenter på second hand-plattformen Plick ser på konsumtionen av märkeskopior}},
  year         = {{2024}},
}