What do buyers want?

In a world crowded with counterfeits, shoppers are drawn to the authentic, a characteristic that retailers must learn to earn.  Authenticity has overtaken quality as the prevailing purchasing criterion.  Consumers buy based on how well an acquisition conforms to their individual self images.  “What they buy must reflect who they are and who they aspire to be, in relation to how they perceived the world, with lightening quick judgments of “real” or “fake” hanging in the balance.”

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