Falsificação no mercado de luxo: estratégias comunicacionais de ostentação de réplicas dentro dos portais de marketplace da internet

Abstract

Luxury products represent purchasing power and power in society, and consumers associate luxury with the object most recognized by users. This market has a very well defined positioning before the public, which makes it attractive and desired in society, as in Lipovetsky's theories (2005). Glamor is idealized and executed as the main idea of the counterfeiters in the sales strategy, as well as the persuasion and convincing relationships worked on in the communications of the posts. Observing this behavior, part of the population nourishes the desire to obtain certain products that are not economically viable for their acquisition. In this sense, merchants analyze a certain situation by producing aesthetically similar goods, so that this consumer has a false sense of belonging to a certain social group. To make it easier for the consumer to have access to the product, in a practical way, free and independent sales platforms are used, such as Shopee, which offers a variety of counterfeit and uninspected goods. Because it is the replication of luxury items, the consumer overrides the desire to buy over ethics, based on the theories of Nill and Shultz (1996). These users buy counterfeit because they need to have their ego supplied, feel included and at the same time sabotage themselves, as they show society their counterfeit, but for themselves the desire to experience the purchase of a luxury item will not be met. , as it is a fake product and purchased incognito.