"Authenticity" is being peddled as a cure for drooping brands

The ease of accessing information online makes consumers more likely to abandon their habitual brands because they have heard about something new or cheaper. In China and other big emerging markets, foreign-branded goods are losing their allure as shoppers realize that local products are no longer so inferior. In a recent study of Chinese consumers by Bain & Company, foreign brands were found to be losing market share in China in 18 out of 26 categories of consumer goods.