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46 Percent Eventually Splurge On Real Thing
How much does each of these rationales contribute to the value of highend products? In a new working paper, "Rethinking Brand Contamination," Renee Richardson Gosline, an assistant professor at the MIT Sloan School of Management, uses the phenomenon of counterfeit luxury goods to shed new light on this issue. Consumers, Gosline observes, struggle to distinguish the intrinsic qualities of real luxury goods from fakes; instead, they rely heavily on social cues to make those judgments. Indeed, when some consumers are shown pictures of people wearing luxury apparel, they are twice as confident in their ability to judge those products, and willing to pay twice as much for the apparel, as when those consumers are shown pictures of the goods alone.
Sometimes fakes are better than the real thing. I once saw a nondescriptive Chanel dress made from POLYESTER for $2,100: and this was back in 1994. About a week later, I saw a found a similar dress for about $250in silk, no less. Truth to tell, I didn't like either but I knew I'd rather have the latter as unnatural fibers are generally disgusting, designer or not. (Didn't buy either though.)
And btw, context is everything. I have a very near close copy of the famous Hermes Constance bag which I used to wear quite frequently with my most elegant summer outfits. No one could tellI kept getting compliments on my "beautiful Hermes purse": I could have been the Queen of Sheba for all they thought with my $24 wool shirtdress (reduced from hundreds more), Hermes scarf, and Ralph Lauren shoes: even though the bag was a mere tenth of the cost of the original. It really all comes down to how naturally tasteful you are. Poise helps. So does a good figure. In the end, if you have the IT factor, it doesn't pay to spend an arm and a leg. And if you don't,[url=http://www.floware.fr]www.floware.fr[/url], it's not worth it either.