Knock-offs and fakes increase designer sales
Definitely not a fake Dior
A recent EU study has shown that the creation of knock-off goods doesn’t actually hurt the sale of their authentic counterparts. In fact, evidence points to the contrary; by raising brand awareness, knock-offs can actually increase the sales of the real thing.
From the Telegraph:
The study, co-written by a Home Office adviser, says consumers benefit from the market for knock-off designer clothes at knock-down prices.
It also rejects the complaints of designer companies, claiming that losses to the industry as a result of counterfeiting are vastly exaggerated – because most of those who buy fakes would never pay for the real thing – and finding that the rip-off goods can actually promote their brands.
The report adds that the police should not waste their time trying to stop the bootleggers.
What this means for you: by buying that cheap Louis bag on the subway, you’re raising brand awareness. Still, the response from the industry is pretty much as expected:
A spokesman for Louis Vuitton said: “The sale of counterfeit goods is a serious offence whose revenue funds criminal organisations at the expense of consumers, companies and governments.”
A representative from Burberry added: “Counterfeiting is taken extremely seriously. Where a case is proved, Burberry will always push for the maximum penalty.”
