Who wants the real thing anymore?
The gray market is booming. From Canal Street to Swap Meets and Flea Markets across the world vendors hawk the latest and greatest at an unbelievable price - allowing entry into the market of the elite. According to International Anti-Counterfeiting Coalition, if the knock-off economy were a business, it would be the world's biggest. It is estimated over 500 billion dollars a year is generated in this counterfeit market and you know with these kind of figures gangs, organized crime and terrorist are apart of this global equation (there is even evidence suggesting that the 1993 bombing of the World Trade Center in NYC was funded by the sale of counterfeit apparel).
But our discussion will be wrapped around today's market and the lack of interest and integrity around the real.
From True Religion Jeans, Rolex Watches, Jordan Sneakers, Gucci Sunglasses, Louie hand bags consumers want a part of the dream and don't mind obtaining by all mean necessary based on the social weight these brand association have secured in today's world - even if that means pulling the bamboozle and rocking the first grade fake. In my day, you couldn't be caught in anything but the real thing but today's general consumer could care less if their goods were a knock as long as they have the look and can't be detected wit the naked eye. Thus this is why the knock-off economy is such a empire.
Even Hip Hop - the music of global youth culture has been infested and I am not talking illegal downloads. In Jay Z's recent release single "DOA" has attacked the hip hop industry with the over usage of the Auto-Tune devise to enhance the sound of MC trying to sing on their tracks vs their real flow as a MC. While the youth market has no issue with this generically generated sounds as long as the beat is hot - and many have blasted Jay for trying to protect the CULTURE and view his outburst as knocking on the hustle. I ask if being real means anything anymore?
My last and closing example of the real vs the generated is with Kentucky Fried Chicken. WE all have seen the plethora of KFC adds promoting their new grilled chicken products. It was revealed (beefychicken.com) by a competitor that KFC new grilled product utilizes a beef laced seasoning and other beef byproducts to secure the taste as well as the product isn't actually grilled as the product is presented. Not that I'm a fan of the KFC but I find it amazing they would position themselves as the institution of chicken but would strategically have the comfort level to make such a beefy move - they even list the ingredients on their website, providing free samples coupons for their new grilled products via Oprah creating unrequited and counter the claims with admitting only a low percentage of beef in the product. But I ask can they be truly considered Kentucky Fried Chicken vs
Kentucky Fired and Sorta Grilled Beefy Chicken.
So from the real vs a deal
or from art vs the sparks
or selling beefy chicken -
the figure speak volumes in there is a larger opportunity selling goods that are close enough vs. being 100% Real.
We must ask: Is this an artificial or real world?
