Few studies examined the relationships between luxury clothing brands and consumers in the context of counterfeiting in a developing country. Thus, the purpose of this study is to explore the impacts of materialism and economic and hedonic motivations on customer purchase intention of counterfeits of luxury clothing brands in Turkey. A survey based study was conducted with 180 university personnel at a western part of Turkey. The multiple regression analysis indicated that economic and hedonic benefits and materialism have a positive impact on purchases of counterfeits, explaining 48 percent of variance. A stronger influence of the economic benefits (Beta=.486; p=.000) than hedonic benefits (Beta=.211; p=.006) shows that the economic issues are very relevant to counterfeit buyers. Due to the high importance of economic benefits for counterfeit purchasers, brand manufacturers may consider offering increasingly economic benefits to consumers.