This research explores to what extent reputation and type of retailer affect consumers' evaluation and purchase intention of original goods, counterfeits and imitations in the luxury industry. Two exploratory studies investigate consumers' attitude toward counterfeits and imitations and highlight barriers of purchasing those types of products. The next step of our research consists in a new experiment, including four different types of distribution channels (original vs. well known vs. unknown website vs. an illustration of a market) and personal variables in order to describe more precisely the counterfeit buyer. The main contribution lies in the identification of who buys counterfeits and through what channel much more than why.