This paper focuses on luxury retail fashion trend imitation. Study 1 explores the effects of firm evaluations between luxury and masstige firms and in the context of imitation. Study 2 examines participant reactions to varied levels of imitation similarity and the effects of imitation on the trend originator.

ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
 STUDY 1
  Methodology
  Results of Study 1
 STUDY 2
  Study 2(a)
  Methodology of Study 2(a).
  Results of Study 2(a).
  Study 2(b)
  Methodology of Study 2(b).
  Results of Study 2(b).
 DISCUSSION AND LIMITATIONS
 REFERENCES

• Areti T. Vogel(Stetson University, USA)
• Kittichai Watchravesringkan(The University of North Carolina, Greensboro, USA)