Luxury Daily
  • Email
  • Print
  • Reprints
  • ARTICLE TOOLS SPONSOR

Research

Gen Z members likely to buy counterfeit products to get closer to brand: research

May 26, 2011

 

ipad-affluentLONDON – The upcoming Generation Z members are brand-focused rather than product-focused, meaning that they may opt for wearing counterfeit luxury items rather than waiting for the money to buy the real thing, according to a study from the ESSEC School of Business.

Gen Z members are highly opinionated, speak their minds and are online natives, meaning that they have completely given rise to nontraditional brand ambassadors. However, this could mean that since Gen Z members are so brand-focused, they know the value of luxury products but since they do not have the money to pay for them, they could still buy their products.

To read the entire article, please subscribe or