EVALUATING THE METHODS ADOPTED BY HERMÈS AND GUCCI TO FIGHT COUNTERFEIT CULTURE: A COMPARATIVE STUDY

Abstract

The counterfeiting of prominent luxury brands such as Hermès and Gucci has evolved into a rapidly expanding global phenomenon. This growth is largely fueled by strong brand recognition, heightened marketplace visibility, and the increasing use of online distribution networks. Because counterfeit operations often function within informal or unregulated markets, their true scale is difficult to measure; however, global estimates indicate that counterfeit trade comprises more than 6% of total international commerce. The widespread accessibility of the internet has further intensified the problem by allowing counterfeit sellers to connect with consumers through sophisticated websites, attractive prices, and streamlined delivery systems. Consequently, luxury brands like Hermès and Gucci face not only significant financial losses but also persistent challenges to their brand equity and consumer confidence. This research examines the motivations behind consumer purchases of counterfeit luxury items and assesses their impact on the brand image of Hermès and Gucci. It investigates how factors such as perceived social status, fashion influences, and aspirational buying behavior stimulate demand for counterfeit products, especially among individuals who cannot afford genuine luxury goods. By analyzing these behavioral drivers across both online and offline retail environments, the study aims to provide a deeper understanding of counterfeit consumption and its broader implications for luxury brands.

Keywords: counterfeit goods; Hermès; Gucci; luxury brands; consumer behavior; brand image; online marketplaces; gray market; aspirational consumption; fashion industry; brand equity.

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