Counterfeiting & Trackability in the Luxury Industry – What about Consumers?

12 Sep 2017 – Non-deceptive counterfeiting is a big issue in the luxury industry, both in terms of image-control and sales.

In this meeting, Dr. Anne-Flore Maman Larraufie, Founder SémioConsult®, Academic Director MS SMIB at ESSEC shared with participants a consumer-approach to this ‘business’, to uncover the hidden and non-rational motivations behind why consumers buy fake luxury products, and to better anticipate how managers could fight against counterfeiting in a more efficient way.

She started by presenting the 10 given ideas that managers usually hold (and explain why they are right or wrong), and then explained how trackability might be the solution, providing some interaction with the end-users.

There were many useful tips for brand managers and strategy managers and marketers and sharing of great constructive ideas during the debate that followed!

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