While the fashion world saw a 90% revenue decline in 2020, the counterfeit fashion
market saw massive gains by diverting $50 billion in the same period. Globally, the
OECD says that this has resulted in over 3% of all world trade coming from the fake
goods industry. The United States is among the most heavily affected. By next year,
this enterprise is expected to be worth $4.2 trillion. And unfortunately for fashion
lovers, the most globally prolific counterfeit is clothing.
The Ugly Truth of Fake Fashion
Recent surveys show that top social media platform Instagram has seen a triple
increase in posts selling convincing fake luxury items. Meanwhile, eCommerce giant
Amazon has similarly seen an uptick in counterfeit third-party sellers. The latter has
even resulted in more than 4% of all Amazon product reviews being centered around
the keywords “counterfeit” or “fake”.
Aside from the fact that buying fakes is highly unethical, it is also dangerous. Most
counterfeit clothes are made at illegal factories and divert sales from the original
brand manufacturers. Moreover, there have been reports of consumers experiencing
rashes and irritations from these clothing items. In some cases, this is due to the
presence of feces, mercury, lead, or arsenic. Another danger that counterfeit clothes
pose to society is their subconscious influence. According to surveys, those who have
bought and worn fake clothes felt more confident and trendy, but were also
emboldened to lie. Fashion experts also warn that the growth of the counterfeit clothes
market has discouraged many designers from innovation. This is because with fake
fashion gaining traction, there is a higher likelihood that their unique methods and
ideas will simply be stolen.
Aside from clothes, two other fashion markets that are top targets for counterfeits are
footwear and jewelry. Given the rise of the sneaker community in recent years, the
market for fake shoes has skyrocketed to 22% of all counterfeit goods. As shared on
the SoleSavy podcast, in the United States alone, counterfeit shoe sellers have a 70%
success rate. This is partly because of increased demand from buyers who want the
look but not the price tag. Plus, counterfeiters are now using similar materials and techniques as authentic shoe brands.
Meanwhile, the CBP has shared that fake jewelry is becoming increasingly popular on eCommerce sites. In 2020, over $1 billion in fake goods were seized, with the majority being jewelry. Fake shoes and jewelry, similar to counterfeit clothes, are also made with sub-standard methods. And these methods produce fashion items that pose health risks to anyone who wears them.
How To Protect Yourself From Fake Fashion
Even if you make the conscious effort to stay away from fake clothes and counterfeit
fashion, that doesn’t mean it’s going to stop trying to convince you. With most
counterfeit fashion being sold on “trusted” shopping sites, 26% of Americans have
accidentally made such a purchase. So how do you protect yourself from fakes?
It’s always safer to buy from a brand’s official website or brick-and-mortar store.
Since third-party shopping sites have lackluster authenticity protocols, it’s easy for
fakes to slip through. This is why, according to a Fast Company article, a growing
number of popular brands like Nike have chosen to sell only their own platforms.
Aside from this, consumers are advised to look for labels, QR codes, or identifying
marks. In the case of luxury items, consumers can even ask their local store to
authenticate items online. Lastly, avoid shopping fast fashion since they can be sly
peddlers of counterfeit items. As discussed here on Sugarfree Media, fast fashion sites
are not only ecologically harmful. Fast fashion also often uses designs taken from
other brands.
For many who’ve bought counterfeit fashion, the more affordable price and the
chance to cop a hot item were the determining factors. But while there’s nothing
wrong with looking for a great deal, it shouldn’t come at the expense of your safety and security.
Written and submitted by Milla Sawers.