Luxury

Counterfeit Consumption, Luxury Branding, and Gen Z Digital Consumer Culture

In consumer society, especially for Generation Z, luxury branding using counterfeit consumption has emerged as a unique paradox in that it entails self-expression through digital media, availability of luxury products and social media engagement. In addition to physical storefronts, luxury branding is now associated not only with the physical aspect of a store but also with very well-designed consumer images in cyberspace. The luxury items that turn out to be fake can easily be accessed online. Consumers in the current world, greatly influenced by TikTok videos and Instagram influencers, view luxury as more of an act than just mere possession. Therefore, luxury branding through counterfeit becomes an issue of authenticity and imitation since counterfeit luxury items have been used as an affordable means to achieve an aspirational lifestyle. Currently, the state of luxury branding is one where the luxury sector has invested significantly in advanced Artificial Intelligence (AI) technology for authentication, blockchain and online storytelling while counterfeit markets adopt advanced techniques of replication.

On the behavioral front, the motivation behind the use of counterfeit luxury goods among the younger generation lies in issues of affordability, identity exploration and duping culture on the internet. Some of the advantages involved in this trend are the democratization of fashion styles, choice for the consumers and innovative solutions from luxury companies. In contrast, the downsides are many, ranging from copyright infringement, brand dilution, unethical practices involving labor exploitation in the counterfeiting industry and the risk of harm to consumers due to substandard products. Moreover, the enforcement of policies to combat the consumption of counterfeits has been complicated due to decentralization in global e-commerce, encryption in online black markets and fast diffusion using social media platforms, even for large luxury conglomerates. In light of the above, it can be predicted that in the future, the evolution of luxury branding will entail hybrid models utilizing digital technologies for authentication, virtual luxury and storytelling to reinforce their values over logos.

This special issue will explore the intricate connections between counterfeiting, luxury branding and the consumer behavior related to Generation Z in modern digital communications. It will discuss the process of creation of luxury branding through the transformation from the traditional exclusivity to digital identity and at the same time, the development of counterfeits based on modern technological and social media progress. It will also reveal the factors responsible for the motivation of consumers, specifically Generation Z and its desire for affordable goods and digital identity.