**1. Introduction**

The luxury good's market has grown from a value of US\$ 20 billion in 1985 [1] to its current value estimated by Bain and Company (2012) of over US\$ 260 billion, and the expectation regarding the growth of this market is of about 2 up to 4% annually for the next 2 years [1]. For instance, the high-end luxury good's market came up to US\$ 236 billion in 2009 [2]. While the market for luxury goods has grown steadily through the last 20 years representing a significant percentage of trades worldwide, studies have expressed concern about the existence of counterfeit, and generation of loss from counterfeit products amounts to US\$ 12 billion per year [3].

Lai and Zaichkowsky [4] define counterfeits as illegally made products that resemble the genuine goods but are typically of lower quality in terms of performance, reliability or durability [5]. Counterfeit goods decrease companies' profits because what these manufacturers' sell is what the brands will not sell, which means that there is a direct steal of revenues from brands. This industry suffers with counterfeits resulting in seizures of large number of counterfeit goods. Thus, the increase in demand of luxury goods is the driver of the demand for counterfeits [6].

The need for individualism and uniqueness is one of important characteristics of counterfeit consumers. Studies have stated that people feel the need for

individualism and uniqueness [2, 7], and this necessity can be expressed by means of personal brand preference and buying decisions [8]. Since the idea that money acquires status, which can be seen through the goods people own, people started to acquire products not only for 'what they can do, but also for what they mean' [9] (p. 118). In addition, there is also meaning attached to goods, especially to luxury goods as with the ownership comes a sense of exclusivity. Thus, buying counterfeit goods translates into reality as a loss of exclusivity for the customers of genuine luxury brands [10].

Therefore, this chapter focuses on the counterfeit market, its influence on luxury consumption and consumers' drivers for the counterfeit. Furthermore, the chapter discusses the innovative ways adopted by a Portuguese firm to control the growth of counterfeit market. In particular, start-ups are advised to plan, develop and implement a strategy for launching an anti-counterfeit technology product. However, reaching the customers with anti-counterfeit technology products is not easy and requires focus across the industry. Knowledge of the study helps to understand to control the growth of counterfeit market and loss of sales and image to the fashion firms.
