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Professor Renee Richardson Gosline at the MIT Sloan School of Management says brands may not have as much reason to fear counterfeiters as they may have originally suspected. In a recent survey, she says 40 percent of respondents who buy fake Chanel, Louis Vuitton and Versace goods wind up buying the real versions anyway. In part, they report buying the real versions once they get annoyed by the shoddy construction of the copies.
Although fake merchandise may lead shoppers to shell out for the real thing later, one potential issue is that ubiquitous counterfeits can turn off people from buying the real thing. Really, who wants to pay for a real Louis Vuitton when there are 18 kabillion phonies running around the city? Gosline recommends that brands get together to fight the fake menace, possibly by combining the powers of shame and the Internet, like on the Facebook group, "Darling I Can Tell by the Rest of Your Outfit Your Louis Vuitton is Fake."
· Counterfeit Goods Often Gateway Drug for the Real Thing [The Cut]
· The Real Fake Thing [Portfolio]