Examining the Relationship between Consumption of Counterfeit Apparel and Construction of Self-Identity: A Study of Pakistani Women

Abstract

 The production, sale, and purchase of counterfeit apparel are illegal and unethical and in most cases are secret activities. Despite a number of campaigns to discourage piracy of various merchandise, the fashion industry in Pakistan is unable to weed out this bug from the markets. This study intends to examine the association between the consumption of counterfeit goods and the construction of self-identity. The paper, drawing upon thirty-six detailed interviews with female participants who owned both branded apparel and their copies, argues that the purchase and consumption of counterfeit apparel provides real and symbolic benefits to consumers, which contributes to the creation of their identity and projection of their desired social self-image. Participants described three important benefits that can be enjoyed through the consumption of counterfeit apparel: to be efficient by utilizing limited resources to the fullest; to have fun by going through risk, enjoyment and adventure; and to mislead others by hiding the reality of their clothes. Research findings indicate that In addition, when consumers of counterfeit apparel successfully accomplish these goals, they are able to construct a confident self-identity through which they portray themselves as savvy consumers to others. The present study can enrich and update the existing body of knowledge regarding the consumption of counterfeit products. It can also enable apparel manufacturers to tap into the psyche and motivations of consumers who purchase counterfeit apparel and too can provide them with guidelines to attract and retain consumers.