Knockoff handbags are "gateway drugs" that lead to purchases of pricey designer goods, according to new research. Two studies show that counterfeit designer bags boost sales of the real thing, because as women became attached to their "phony Vuittons," they become more and more willing to pay for the real thing to replace their fraying counterfeits. Like any gateway product, the fake bags serve as a "potent sampling tool." A Northwestern University economist found out another "dirty little secret": Fake handbags are effective, free advertisements for the high-end versions. Is it time designers embraced knockoffs?
No, they bring down the brand: Even if phony handbags increase the number of designer bags sold, says Cory Doctorow at BoingBoing, the brands still lose value. Prada handbags are "positional goods," which are valuable because of "what they say about their owners." When these goods are knocked off, the message conveyed by the legit versions is tarnished.
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