Communicating Class, Tastes and Distinction

This study explores the social implications of consuming replica designer brands with a specific emphasis on designer handbags. To identify the social meanings of replica designer bag consumption, I compare and contrast the practice of replica designer bag consumption with that of original designer bag consumption. The study suggests that while the prevalence of replica designer brands may disrupt the straightforward correspondence between social status and consumed products, the difficulty of verifying the authenticity of a designer product has engendered so called “look based classism.” This look based classism is not inconsistent with the traditional notion of classism in that it contributes to the reproduction of popular myths about high class imagery and class prejudice. This study suggests that a true sense of nobrow can be achieved only when consumers realize that brand names and values no longer connote class distinctions, prestige, and tastes. As far as consumers are aware of the class hierarchy and the distinction that different brands signify, they will continue to participate in the consumption of designer handbags (including replicas) to communicate or augment their class, tastes, and distinctions.