Counterfeiting: a scourge for luxury brands

Luxury goods counterfeiting is a growing business every year. Imitations are getting better and better made making it virtually impossible to distinguish between real and fake with the naked eye for regular consumers. The change in the mode of distribution of this activity has allowed it to become a planetary industry. Fake and pirated products would now represent $461 billion in global trade. We can therefore ask ourselves the question what is the impact on the luxury industry.

The various consumers of counterfeits.

If I had to classify consumers of counterfeits I would divide them into two categories:

  • firstly the involuntary consumer, ie those who try to go through different channels than the site where, the official store to obtain their products. Certain sites or certain points of sale/stores sell counterfeits, even if certain imitations are very easy to spot, others, on the other hand, are almost undetectable, which is how certain consumers who think they have made the deal of the century fall into their trap and especially on websites. There is nothing wrong with wanting to get a good deal, just pay attention to the sites on which you buy.
  • second I would say voluntary consumers, by that I mean consumers of counterfeits who are aware that they are imitations. We all know that today appearance is a factor that counts a lot in society, many like to play appearances and therefore do not hesitate to produce counterfeits to reinforce their credibility, however d others fully assume the fact that he wears counterfeits.

What impact does this have on the luxury industry?

For the luxury market, counterfeits are mainly limited to textiles, shoes, cosmetics, handbags and watches. The most counterfeited brands according to The Global Brand Counterfeiting report 2018 would be Channel, Louis Vuitton, Prada, Fendi, Gucci and Dior. Because of the products against the different luxury brands, they would lose 7.4% of their sales, which is equivalent to nearly 60 billion euros each year and that only in Europe. What’s worse is that it’s a number that keeps increasing.

Advice to avoid counterfeits

Despite the investments that are put in place, for example in technology to identify genuine items or strategies to fight against counterfeits, does not prevent the sale of counterfeit brands, however here are some tips that will allow you to be able to detect the true from the false:

Everything already to avoid any error buy directly on the official sites or stores, however it sometimes happens that it is out of stock but that with luck it is at another distributor in these cases look at it look at the origin of the sites, find out about them.

Then go over every detail, everything must be exactly how it should be, a line that exceeds a tile gap, an offset strap, must alert you, we repeat it to you there are no manufacturing errors, everything must be in its place.

If you want to buy a second-hand luxury item, take a good look at the seller’s profile, if there are no comments, if the nickname is a series of letters and a series of numbers or the photos are bad. quality or that there is no authenticity paper, then there is a good chance that your item is an imitation.

Finally, if you think you have bought a counterfeit item, you can always have it checked by a specialist.

Article by Mia Olivier.