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Running header: THE EFFECTS OF CONTERFIET PRODUCTS ON SALES PERFOMANCE
The effect of counterfeit products on Sales performance A case of Gucci, UK.
Name:
Course Code:
Professor:
Date:

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Running header: THE EFFECTS OF CONTERFIET PRODUCTS ON SALES PERFOMANCE
Introduction:
This study is intended to expose effects felt by the Mega brand Gucci, caused by the numerous
counterfeit products in the market. Everybody knows about the illegality of counterfeit
products yet we still see a rise in their purchases, this study will explain the reason for the
sudden spike and the successive implications for the past two decades.
Background:
Gucci is an Italian clothing brand that offers fashioned leather-wear. It boasts of being the
largest clothing brand in Italy and has branches across the globe, including the United Kingdom
which is the point of focus in this research.
Gucci has been facing stiff competition in the clothing market from counterfeit products.
Majority of these products are coming from the Far East China being the largest producer.
Thesis:
The objective of the research is to discover how serious the menace of counterfeits, has
impacted on the overall sales and profits of Gucci. The conclusion will give insights on possible
measures that Gucci adopt, depending on the findings. Counterfeiting of trademarked products
will be the point of scrutiny in this research and to analysis the degree to which counterfeit
products affect the consumer perception of Gucci as a brand.
Hypothesis: A simple hypothesis may be: “Most of Gucci’s loyal consumers, have never used
counterfeit products.” This will be proven to be true or false at the end of the study.
Literature Review and Conceptual Framework:

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Running header: THE EFFECTS OF CONTERFIET PRODUCTS ON SALES PERFOMANCE The effect of counterfeit products on Sales performance – A case of Gucci, UK. Name: Course Code: Professor: Date: Running header: THE EFFECTS OF CONTERFIET PRODUCTS ON SALES PERFOMANCE Introduction: This study is intended to expose effects felt by the Mega brand Gucci, caused by the numerous counterfeit products in the market. Everybody knows about the illegality of counterfeit products yet we still see a rise in their purchases, this study will explain the reason for the sudden spike and the successive implications for the past two decades. Background: Gucci is an Italian clothing brand that offers fashioned leather-wear. It boasts of being the largest clothing brand in Italy and has branches across the globe, including the United Kingdom which is the point of focus in this research. Gucci has been facing stiff competition in the clothing market from counterfeit products. Majority of these products are coming from the Far East China being the largest producer. Thesis: The objective of the research is to discover how serious the menace of counterfeits, has impacted on the overall sales and profits of Gucci. The conclusion will give insights on possible measures that Gucci adopt, depending on the findings. Counterfeiting of trademarked products will be the point of scrutiny in this research and to analysis the degree to which counterfeit products affect the consumer perception of Gucci as a brand. Hy ...
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