This research relied on the functional theories of attitude and experimental design methodology to examine the influences of psychological factors (social adjustive and value expressive function) on customers’ perception toward luxury brands, conventional counterfeit luxury brands and fast fashion brands. Firstly, the new term “branded counterfeits” are suggested by author basing on instant fashion product characteristics. Secondly, this research illustrated the new consumption trend in fashion industry, especially in newly developed countries. Additionally, resulted from current trends in fashion industry, which is the collaboration between haute couture and fast fashion as well as the new norm to express fashion taste: “Mix and match”, this study contributes to illustrate how customers’ brand perception change after exposing to different kinds of advertising messages, underlying their psychological features and social motivation. In a word, the crucial purposes to conduct this research are filling some gaps in theories, providing insights referring to prevailing transform in fashion industry and pointing out the more sophisticated thinking in what should be called “luxury”, “fashion”, and “taste”.

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