Abstract
The aim of this research is to explore the possibility of realizing a firm strategy to respond to the counterfeiting phenomenon that damages Made in Italy fashion products. Therefore, the first part of this research reconstructs the historical evolutionary dynamic of Made in Italy in the fashion sector in order to understand the reasons that lead emotional consumers to buy fake Made in Italy fashion products. In fact, emotions play a key role in emotive purchasing behaviour and they are often linked to the history of Made in Italy. The second part of the research deals with the unique characteristics of the emotional consumer in order to underline the market affected by counterfeiting. The final part of this paper discusses a new strategy proposal to combat counterfeiting. More specifically, this strategy proposes the launching in the market of an original brand with lower priced goods than the luxury brand, yet similar to the fake one, in order to stimulate the substitution effect with the fake product and strengthen the snob premium effect associated to the original name brand premium product.
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