Skip to content
Fashion, Youth

Gen Z are fuelling sales of luxury counterfeits

RMIT University 2 mins read

Owning a counterfeit luxury item might not be a fashion faux pas anymore. An RMIT marketing expert is available to explain how Gen Z are normalising the purchase of 'superfakes’ and the implications for high-end retailers.  

Topics: luxury fashion, superfakes, Gen Z, counterfeit items, fashion influencers 

Dr Marian Makkar, Senior Lecturer in Marketing 

“Digital creators and influencers are using their cultural capital to shift the narrative around counterfeit items or ‘superfakes’ as desirable, smart, and trendy to their younger followers. 

“With many celebrities overly present on social media flaunting their luxury possessions, this promotes a luxury obsession with their followers – especially Gen Z.  

“It's no surprise that when counterfeit luxury items made their debut on TikTok, a lot of young consumers found an affordable avenue to look like their idols. 

“Technology has improved tremendously, allowing for superfakes to look and feel like the real thing while selling it for a cheaper price.  

“Superfakes are so popular on social media that superfake manufacturers strategically work with influencers and online stockists (e.g., Amazon, Sugargoo, Pandabuy and Taobao) to promote these counterfeits to a Gen Z audience. 

“While it may not seem dangerous at first – given that superfakes are cheaper and therefore not as financially impactful – there needs to be more awareness of the risks surrounding the purchase of counterfeit items at a young age.  

“It’s a potentially slippery slope that can  contribute to addictive shopping habits and cost young people in the long run. 

“The popularity of superfakes also harms legitimate Australian brands and businesses by contributing to an underground, illegal, and unethical economy.  

“Some ways for young consumers to experience luxury fashion while avoiding the harmful effects of the superfake culture could be through purchasing entry-level luxury lines such as Bvlgari sunglasses over handbags.  

Purchasing pre-loved luxury items is another way you can experience luxury fashion at a more affordable price tag and, at the same time, you would be contributing to sustainable practices. There are many online and physical marketplaces that resell legitimate luxury items at a reduced price.” 

Dr Marian Makkar is a Senior Lecturer in Marketing. Marian's research interests span consumer culture, luxury consumption behaviours and luxury brand management, design for value co-creation and the use of technology to enhance consumer worlds. 


Contact details:

Interviews: Marian Makkar, 03 9925 9263 or marian.makkar@rmit.edu.au 

 

Media enquiries: RMIT Communications, 0439 704 077 or news@rmit.edu.au

More from this category

  • Religion, Youth
  • 28/02/2024
  • 02:34
The Ahmadiyya Muslim Community Australia

Ahmadiyya Muslims lead the way in Clean Up Australia Day

Media Opportunity:Coverage of hundreds of Muslim volunteers taking part in #CleanUpAusDay. Interview of volunteers, Muslim leaders and dignitaries. The Ahmadiyya Muslim Community Australia has…

  • Contains:
  • Religion, Youth
  • 28/02/2024
  • 02:30
The Ahmadiyya Muslim Community Australia

Ahmadiyya Muslims lead the way in Clean Up Australia Day

Media Opportunity:Coverage of hundreds of Muslim volunteers taking part in #CleanUpAusDay. Interview of volunteers, Muslim leaders and dignitaries. The Ahmadiyya Muslim Community Australia has…

  • Contains:
  • Mental Health, Youth
  • 26/02/2024
  • 09:00
Monash University

New research highlights long-term mental health benefits of school belonging

A groundbreaking study has shed light on the crucial role school belonging plays in shaping mental wellbeing in adolescents. School belonging, characterised by positive affect towards school, strong relationships with teachers, and feeling socially valued, has long been associated with immediate benefits for students' mental health. The project was a collaboration between Monash University, Deakin University, Murdoch Children’s Research Institute and the University of Melbourne. Researchers studied over 1,500 young adults in one of Australia's longest running population-based studies of socioemotional development, to reveal the long-term mental health outcomes of school belonging on the transition to adulthood. The research assessed…

Media Outreach made fast, easy, simple.

Feature your press release on Medianet's News Hub every time you distribute with Medianet. Pay per release or save with a subscription.