state of the fake annual report
2022
state of the fake annual report
2020
Annual report 2023 edition  

A Letter
from our CEO

vidyuth srinivasan

With this new edition of the State of the Fake report, we are again sharing our proprietary data along with the rare insights we garner from hundreds of thousands of AI-driven evaluations performed on products from around the world with the goals of building awareness about the murky world of counterfeits and what Entrupy, along with the industry, is doing to combat it.

Here at Entrupy, another year has been well spent tackling higher quality counterfeits and grey market goods. With the continued expansion of luxury resale, we see more and more trading platforms and modes take shape everywhere around the world. Consequently, counterfeits have mushroomed everywhere, even in erstwhile smaller markets such as Mexico, where counterfeits were rarer to appear.

While our rate of identified counterfeits may have dropped a negligible 0.1% in the past year, the volumes of luxury goods being authenticated and traded have shot up drastically, signalling that only scalable authentication methods will be able to sustain the onslaught of increasingly higher quality counterfeit goods.

Dupe culture is a question that I have been asked repeatedly in the past year, with many folks trying to blame specific social media platforms. I find this argument to be short-sighted and a cudgel, when in fact, counterfeits have always been acceptable for a certain segment of the population, regardless of geography or income. Only, the modes of availability of fakes have changed and become more ubiquitous, which has no bearing on the platform but the demand itself. Surprisingly (and anecdotally), this segment has equal amounts of younger folks who have a budding income, but also extremely wealthy individuals who want to protect their authentic products and show off their counterfeit versions all the same!

Whatever the state of the fakes may be, I am proud to mention that we have officially authenticated over $1B worth of inventory in 2022 alone. When we launched the service in 2016, AI in most industries was considered "weird" and a "toy". But given that all this time has passed, data and AI have now clearly proven to be a formidable weapon against counterfeits. We are grateful to our customers, partners and the market for continuing to trust us after all these years, and we intend to hold that flag up high for years to come.

Vidyuth Srinivasan
Chief Executive Officer, Entrupy Inc.

ENTRUPY PROVIDES SCALABLE, AI-POWERED PRODUCT VERIFICATION SOLUTIONS TO BUSINESSES, GOVERNMENTS AND OTHER ORGANIZATIONS FOR WHOM TRUST IS MISSION CRITICAL.

$ 2B

worth of inventory secured by Entrupy's technology solutions to date

99.1%

accurate, infinitely scalable

80

countries with customers enabling trust for retail businesses globally

25M

unique images collected from authentic and counterfeit inventory from diverse global sources to train Entrupy’s AI algorithms

current trends

in counterfeiting

Counterfeiting is a global problem with high costs to the environment, society, businesses and entire economies.

Counterfeit goods, now 3.3% of global trade, are just one part of the IP theft problem that costs the global economy…

Between March and December 2022,
Europol conducted Operation Fake Star

the first EU-wide operation against counterfeit apparel, footwear, and accessories.

Growing Popularity of Counterfeits among Gen Z

Surveyed EU residents aged 15-24 on their opinions on IPR infringement

redpoints

Entrupy Insights:

Counterfeiting in the Luxury Resale Market

OVERVIEW OF ENTRUPY AUTHENTICATIONS IN 2022

Dollar value* of Authentic and Unidentified items, 2017 - 2022

Authentic vs. Unidentified items, 2022

ENTRUPY INSIGHTS

BRANDS WITH MOST AUTHENTICATIONS IN 2022

By total number of Entrupy authentications performed

Click the chart to explore more about brands.

louis vuitton

2023 value

$346M

2022 value

$177M

MOST AUTHENTICATED MATERIAL

MONOGRAM CANVAS

MOST AUTHENTICATED STYLE

OnTheGo and Neverfull

AVERAGE RESALE PRICE

$2,900.00 - OnTheGo
$1,890.00 - Neverfull

chanel

2023 value

$304M

2022 value

$143M

MOST AUTHENTICATED MATERIAL

Calfskin/Lambskin Leather

MOST AUTHENTICATED STYLE

Classic Flap Bag

AVERAGE RESALE PRICE

$6,825

GUCCI

2023 value

$80M

2022 value

$44M

MOST AUTHENTICATED MATERIAL

Other

MOST AUTHENTICATED STYLE

GG MARMONT SHOULDER BAG

AVERAGE RESALE PRICE

$2,100

prada

2023 value

$61M

2022 value

$40M

MOST AUTHENTICATED MATERIAL

NYLON

MOST AUTHENTICATED STYLE

Nylon 2000 and 2005 Re-editions

AVERAGE RESALE PRICE

$950 - Nylon 2000
$1,050 - Re-edition 2005

coach

2023 value

$9M

2022 value

$8M

MOST AUTHENTICATED MATERIAL

Leather

MOST AUTHENTICATED STYLE

Tabby

AVERAGE RESALE PRICE

$395

BRAND RANKINGS

MOST AUTHENTICATIONS FROM 2017-2022

By total number of Entrupy authentications performed in each year

Louis Vuitton
Coach
Gucci
Chanel
Prada
Burberry
Fendi
Saint Laurent
Dior
Hermes
Céline
Chloé
Balenciaga
Bottega Veneta
Goyard
MCM
Valentino
Givenchy
Salvatore Ferragamo
Loewe

BRANDS WITH HIGHEST UNIDENTIFIED RATES IN 2022

By total number of Entrupy authentications performed

2023 UNIDENTIFIED %

21.40%

2022 UNIDENTIFIED %

21.4%

MOST unidentified MATERIAL

Goyardine Canvas

MOST UNIDENTIFIED STYLE

St. Louis

AVERAGE RESALE PRICE

$2,400

2023 UNIDENTIFIED %

13.10%

2022 UNIDENTIFIED %

9.7%

MOST unidentified MATERIAL

Leather

MOST UNIDENTIFIED STYLE

Loulou

AVERAGE RESALE PRICE

$2,100

2023 UNIDENTIFIED %

12.9%

2022 UNIDENTIFIED %

11.4%

MOST unidentified MATERIAL

nylon

MOST UNIDENTIFIED STYLE

Nylon 2000 Re-edition

AVERAGE RESALE PRICE

$950

2023 UNIDENTIFIED %

12.0%

2022 UNIDENTIFIED %

14.1%

MOST unidentified MATERIAL

CANVAS

MOST UNIDENTIFIED STYLE

Lady Dior

AVERAGE RESALE PRICE

$3,290

2023 UNIDENTIFIED %

10.20%

2022 UNIDENTIFIED %

11.0%

MOST unidentified MATERIAL

Leather

MOST UNIDENTIFIED STYLE

Luggage Tote

AVERAGE RESALE PRICE

$1,895

EXPLORE AUTHENTICITY RATES AROUND THE GLOBE

The Americas
Asia-Pacific
Europe / Middle East

7.1%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Dior
3. Chanel Saint Laurent
ENTRUPY INSIGHTS

9.5%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Prada Goyard
2. Louis Vuitton Prada
3. Chanel Saint Laurent
ENTRUPY INSIGHTS

8.9%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Chanel Loewe
3. Gucci Saint Laurent
ENTRUPY INSIGHTS

EXPLORE AUTHENTICITY RATES BY COUNTRY

asia-pacific

europe & middle east

7.2%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Dior
3. Coach Saint Laurent
ENTRUPY INSIGHTS

6.3%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Chanel Prada
3. Gucci Hermes
ENTRUPY INSIGHTS

7.6%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Hermes
2. Gucci Celine
3. Chanel Balenciaga
ENTRUPY INSIGHTS

6.3%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Dior
2. Gucci Chanel
3. Chanel Gucci
ENTRUPY INSIGHTS

7.2%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Saint Laurent
2. Chanel Goyard
3. Gucci Hermes
ENTRUPY INSIGHTS

10.6%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Prada Goyard
2. Louis Vuitton Saint Laurent
3. Balenciaga Dior
ENTRUPY INSIGHTS

11.8%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Chanel Coach
3. Dior Bottega Veneta
ENTRUPY INSIGHTS

16.2%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Bottega Veneta
2. Chanel Coach
3. Gucci Goyard
ENTRUPY INSIGHTS

15%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Chloe
2. Chanel Burberry
3. Gucci Saint Laurent
ENTRUPY INSIGHTS

5.8%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Celine
2. Chanel Goyard
3. Gucci Chloe
ENTRUPY INSIGHTS

6.4%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Chanel Dior
3. Gucci Saint Laurent
ENTRUPY INSIGHTS

7%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Chanel Saint Laurent
3. Gucci Hermes
ENTRUPY INSIGHTS

18.7%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Chanel Goyard
2. Saint Laurent Saint Laurent
3. Louis Vuitton Gucci
ENTRUPY INSIGHTS

13.4%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Burberry
2. Chanel Prada
3. Hermes Gucci
ENTRUPY INSIGHTS

7%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Saint Laurent
2. Chanel Goyard
3. Gucci Coach
ENTRUPY INSIGHTS

7.7%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Saint Laurent
3. Coach Balenciaga
ENTRUPY INSIGHTS

3.6%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Celine
3. Chanel Dior
ENTRUPY INSIGHTS

8.3%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Dior
2. Gucci Goyard
3. Chanel Balenciaga
ENTRUPY INSIGHTS

9.2%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Balenciaga
3. Chanel Dior
ENTRUPY INSIGHTS

12.1%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Coach Balenciaga
3. Gucci Dior
ENTRUPY INSIGHTS

7.4%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Coach Hermes (tied)
2. Louis Vuitton Goyard
3. Gucci Bottega Veneta
ENTRUPY INSIGHTS

8.2%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Celine
3. Chanel Dior
ENTRUPY INSIGHTS

7.9%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Saint Laurent
2. Chanel Goyard
3. Gucci Gucci
ENTRUPY INSIGHTS

11.5%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Coach Goyard
2. Louis Vuitton Celine
3. Gucci Hermes
ENTRUPY INSIGHTS

10%

2023 Unidentified

Most Authenticated Highest Unidentified
1. Louis Vuitton Goyard
2. Gucci Hermes
3. Prada Dior
ENTRUPY INSIGHTS

BUSINESS TYPES WITH HIGHEST UNIDENTIFIED RATES IN 2022

BUSINESS TYPE inventory source TYPICAL RISK PROFILE 2023 UNIDENTIFIED % 2022 UNIDENTIFIED %
C2C MARKETPLACE

Items often come from an individual's personal collection, which may have been purchased from other resellers and/or thrift stores to be "flipped" for profit.

Previously the highest, however marketplaces are implementing more aggressive anti-countefeit enforcement measures that are dramatically reducing fakes across their channels.

4.5%
5.6%
PAWN

Items are purchased from individuals at the point of sale.

High: Merchandise coming from individual consumers and being taken in by untrained salespeople significantly increases the risk of counterfeits.

13%
12.8%
OFFLINE RESELLER

Items are often purchased outright from individual consumers who may or may not have an established reputation.

Medium: Merchandise coming directly from consumers and nonexpert sales people increase the risk of counterfeits entering the supply chain.

10.1%
10.1%
ONLINE RESELLER

Items often come from a stable of reliable sources such as consignors and other resale companies, with whom the reseller has a history of transacting.

Low: Unreliable sources are generally eliminated from the supply chain before they can exert negative impact.

7.7%
8.1%
WHOLESALER

Because these specialized players have strict rules for intake and sourcing, items usually come from reputable sources that may include other businesses, auctions and marketplaces.

Very Low: High levels of expertise & experience keep "bad actors" from penetrating the supply chain.

1.6%
0.8%
ENTRUPY INSIGHTS

INTRODUCING ENTRUPY
SNEAKER AUTHENTICATION

Launched in 2021, Entrupy Sneaker Authentication is an application capable of verifying the authenticity of popular sneaker styles in the resale ecosystem. The findings below are based on results from select marketplaces participating in a beta testing program conducted during the final stages of application development in 2021. As the sample size is relatively small compared to the entire resale ecosystem, Entrupy cannot yet conclude that these numbers are indicative of the broader market. We look forward to sharing more sneaker resale market insights in the next edition of the State of the Fake report.

2023 UNIDENTIFIED % (BRAND)

9.5%

MOST POPULAR SERIES

Air Force 1 Low 07 White
Jordan 11 Retro Cool Grey
Air Force 1 Low White

2023 UNIDENTIFIED % (SERIES)

6.52%
50.9%
5.3%

2023 UNIDENTIFIED % (BRAND)

13.1%

MOST POPULAR SERIES

Yeezy Boost 350 V2 Zebra
Yeezy Boost 350 V2 Cream/Triple White
Yeezy Boost 350 V2 Black Red

2023 UNIDENTIFIED % (SERIES)

49.1%
35.3%
47.9%

combating the

counterfeiting problem

COLLABORATIVE APPROACHES ACROSS INDUSTRIES ARE REQUIRED TO COMBAT THE COUNTERFEITING PROBLEM

Key problems

1.

Brands lose revenues from the diversion of genuine sales to counterfeit channels.

2.

The widespread distribution of counterfeits can dilute a brand's value in the eyes of consumers.

3.

Intellectual property enforcement can be a "whack a mole" game for brands.

4.

Lack of trust: 52% of consumers surveyed reported that unknowingly buying counterfeits will result in losing trust in that brand.

Common solutions

End-to-end product traceability solutions
  • These solutions enable products to be traced through their entire lifecycle, both physically and digitally - improving information flows, visibility and the detection of unauthorized or counterfeit products through out the supply chain.
  • By extending these solutions to consumers, brands can empower customers to verify a product's authenticity and identity at the point of sale, consumption or in the after market.
Close collaboration with law enforcement and legal action
  • Brands commonly work with governments and law enforcement agencies to support investigations into counterfeit activities, and provide evidence that lead to the prosecution of counterfeiters and their distributors and buyers.

Examples in action

  • Mulberry announces that it will add Near-Field Communication (NFC) tags by Eon to all of its products by 2025 - starting with the pre-owned bags that are sold through their resale program. Customers will be able to access information regarding authenticity, repairs, and resale through these tags. Through this program, Mulberry hopes its bags will be able to "live multiple lives"
  • Brands are using smart packaging, such as embedding invisible signatures that can be scanned by consumers and easily tracked through the supply chain
  • Rolex launches a new program that allows consumers to purchase pre-owned watches that carry the brand’s certification and guarantee through select Bucherer jewelry stores.

Legal action: Adidas sues 83 websites that they claim are selling counterfeit Adidas products

Key problems

1.

Retailers bear the risk of fraudulent customer returns entering their product inventory.

2.

Public cases of retailers selling counterfeit products and ruining retailer-brand relationships (e.g., Patagonia vs. Nordstrom)

3.

Consumers return fake products, and retailers do not re-check authenticity (e.g., TJ Maxx)

4.

Retailers lose revenues from the diversion of genuine sales to counterfeit channels.

Common solutions

Authentication technology solutions to verify products
  • First and second-hand retailers have traditionally relied upon internal knowledge and subjective verification procedures to verify the authenticity of goods - this commonly presents a challenge with expertise being difficult to source, maintain and scale.
  • Increasingly, retailers are turning to sophisticated product authentication technologies (such as those offered by Entrupy) to enable a more foolproof and efficient process for verifying goods.
Information sharing between brands and retail partners
  • Close relationships between brands and retailers have become more critical than ever, to enable strong controls over the sourcing and distribution of authorized goods.
  • For retailers, increasing the scope in which product security information is shared by their brand suppliers empowers stronger detection and enforcement efforts at retail level.

Examples in action

  • Retailers are installing RFID chips, NFC tags, or digital twins to prevent counterfeit products from being returned at physical retail locations
  • Retailers are placing “hard to remove tags” on their handbags that must be returned alongside the handbag for the return to be accepted.

Key problems

1.

Publicized cases of counterfeits being sold on online marketplaces can negatively impact their reputation and erode buyer and seller trust.

2.

Online marketplaces are increasingly bearing legal liability for counterfeit goods being sold on their platforms by bad acting sellers.

3.

Listings takedowns and other forms of policing can be challenging for online marketplaces, due to the scale and diversity of listings, and anonymity of buyers and sellers.

4.

Sellers can get duped by wholesalers selling stolen or counterfeit products and then have their accounts suspended for selling counterfeits.

5.

Lack of trust: 64% will lose trust in a marketplace after buying fake goods.

Common solutions

Online monitoring solutions and listings takedowns
  • Online monitoring solutions systematically query search engines and crawl websites of interest to identify potential counterfeit listings and brand infringements.
  • Leading online marketplaces commonly operate their own self-monitoring programs which enlist the help of brands and industry groups to detect and remove counterfeit listings being sold on their platforms.
Mandatory authentication processes
  • To supplement online monitoring solutions, many online marketplaces have embedded product authentication as a key part of the transactional workflow.
  • In such cases, products are required to be authenticated, either by human experts, or using product authentication solutions, such as Entrupy, prior to final delivery to the end buyer.

Examples in action

  • November 2022: Amazon launches Account Health Assurance which says they will not deactivate a seller's account as long as the seller works with Amazon to resolve the issue.
  • May 2023: Amazon launches the Anti-Counterfeiting Exchange (ACX) that allows stores/brands to voluntarily opt into the information-sharing program and contribute details about known counterfeiters to make it easier to detect counterfeit activities
  • June 2023: StockX adds three new authentication centers

Key problems

1.

Customs and border patrol agencies are often hampered by manual inspection processes that are based on human judgement, which are inefficient and difficult to scale.

2.

Tax revenues are displaced by the diversion of genuine sales to counterfeit channels.

3.

Global enforcement activities have become more challenging with the increasing sophistication of counterfeiting production and distribution practices.

4.

Since sellers of fake products do not pay taxes, there is an estimated EUR 7 billion in uncollected annual government revenue in the European Union as a result of counterfeit products

Common solutions

Domestic enforcement activities
  • Domestic efforts to curtail counterfeiting are fought on multiple fronts - via inspections at customs and borders, raids and investigations of suspected counterfeit distributors, and coordination across multiple government and law enforcement agencies.
Multilateral cooperation across international agencies
  • Bilateral and multilateral engagements between government agencies are necessary for effective exchange of information on intellectual property enforcement operations, share best practices and to facilitate joint enforcement actions.

Examples in action

  • Office of the US Trade Representative publishes an annual report on “Notorious Markets” that are known to engage in piracy and counterfeiting
  • Vietnam approves Anti-Counterfeiting and Consumer Protection in e-commerce by 2025 Plan, increasing anti-counterfeiting efforts and encouraging transparent e-commerce activities.
INFORM Consumers Act:
  • Went into effect June 27, 2023, and requires online marketplaces to collect additional information for 200 or more separate sales or transactions of new or unused consumer products and $5,000 or more in gross revenues during any continuous 12-month period in the past 24 months
  • Violations of this act incur a $50,120 fine per violation

Key problems

1.

How to dispose of counterfeit materials - incineration and landfill disposal harm the environment.

2.

The industry is not doing enough to educate consumers on the dangers of counterfeit products. Many consumers, particularly young consumers, think fakes are trendy.

3.

The Luxury Authentication market is projected to expand rapidly in the next 5 years and become increasingly saturated. It may become difficult for consumers to know which sources to trust (and which not to).

Common solutions

Public education campaigns
  • Industry bodies representing brands and other industry professionals work to curtail counterfeiting and protect the shared interests of their members globally.
  • They are mandated by their members to inform the general public of the dangers of counterfeiting.
Industry organizations
  • Groups of industry stakeholders work together to ensure their business practices are not condusive to enabling counterfeits to enter the supply chain.
  • In addition to establishing guidelines for member companies, they commonly collaborate with outside organizations and institutions to stop distribution of fraudulent products on a broader scale.
International coalitions
  • Industry bodies often undertake advocacy work with international governments to advance the interests of their members against counterfeiting.
  • They commonly promote thought leadership within their mandate, to influence the public and ultimately to enact policies which protect stakeholders from counterfeiting.

Examples in action

  • US Customs and Border Patrol conducts a counterfeit awareness campaign at Atlanta’s Hartsfield-Jackson International Airport as part of the CBP’s Guard Against Counterfeits Campaign.
  • USPTO appeals for public comments on anti-counterfeiting to address the issue in the US better. A public roundtable discussion will also be held in Virginia
  • 2019 - Belgium and the Netherlands start recycling systems to dispose of/repurpose counterfeit bags in an environmentally friendly manner.
  • Rise of anti-counterfeiting cosmetic packaging market - expected to reach a valuation of $82.23 billion by 2033

Key problems

1.

Social networks need to figure out how to distinguish between legitimate resellers without preventing authentic resellers from maintaining a presence

2.

Social networks can face financial repercussions for hosting counterfeit products. After a Citron Research report found that Etsy hosted counterfeit merchandise, the company’s shares fell by 9%

Common solutions

Platforms creating specific guidelines and shop sections for resellers
  • By taking charge of reselling on their platforms, social networks are able to control how resale is conducted.
Legislation on social reselling

  • Legislation involving social networks is only just beginning to be considered, but lawmakers are beginning to include social resellers in their legislation regarding anti-counterfeit measures.

Examples in action

Platforms creating specific guidelines and shop sections for resellers



TikTok launches TikTok Shop, where sellers on the platform must pass an audit before having a seller presence.

Legislation on social reselling


  • Shops on social networks are also subject to the same information collection rules that online marketplaces are through the INFORM Act.

OUR RECOMMENDATIONS TO FIGHT THE GLOBAL COUNTERFEITING PROBLEM

The industry cannot ignore older products already in the market

  • A 10 year old Louis Vuitton bag or a 49 year old Rolex watch is still an Louis Vuitton bag and/or a Rolex watch, and should not be treated any differently by the industry.
  • A generational shift is occurring: in 2022 for the first time, Millenials and Gen Z spent more on high-end products than older consumers, and they tend to prefer purchasing newer products; however, there are so many older products in the market in great condition that should not be ignored.
  • Ignoring older products already in the market is leading to market cannabilization: where companies are losing sales due to an introduction of a new product that displaces one of its older products. The cannabilization of existing products results in no increase in the company's market share, despite sales growth for the new products. This can ultimately hurt companies' bottom line and therefore should be avoided.
  • The resale industry has trillions of dollars worth of inventory that need the same level of trust as a new item.

Dupe culture needs to be discouraged or smartly dissuaded

  • For example, in May 2023 Lululemon tested a strategy to beat their customers' affinity for knockoffs of its apparel by organizing an event where customers could trade in their dupes for the real deal — called the "Dupe Swap"
  • In the two-day event that brought in about 1000 people in Los Angeles, everyone received a free pair of the brand's $98 Align leggings in exchange for the knockoffs — totaling around $98K
  • Events such as the Dupe Swap stand to bring customers —possibly even some who are only familiar with the knockoff products—into the store and to ideally let them recognize the superiority of the branded product. Lululemon is pursuing this tact as popular TikTok influencers have promoted Lululemon lookalikes at much lower prices, sometimes getting hundreds of thousands of views.

Resale needs a larger, more global organization

  • Resale is a big business, and is expected to grow from $9B in 2020 to $51B by 2026
  • Companies need to become more innovative and develop new G2M plans along with non-traditional supply planning. For example, Amazon has started to do this by forming a partnership with luxury vintage apparel company What Comes Around Goes Around, to sell high-end brand's merchandise on their site. Nordstrom also launched a re-commerce experience called See You Tomorrow, an online marketplace and in-store experience in the Nordstrom NYC flagship store, where shoppers can purchase pre-owned apparel and accessories, as well as participate by contributing their own previously used items.
  • Younger generations are more drawn to shop secondhand because they often cost less and are more environmentally friendly.
  • The growth of the resale industry necessiatates a larger, global organization by which they can organize themselves around. Companies are starting to create their own resale programs and partnerships, but they are operating independly and in order for the industry to grow and reach its full potential, collaboration is crucial.

Influencer marketing should be utilized to educate the public on why counterfeit products are harmful

  • The counterfeit industry is only growing, and there is not enough information around it and general public education is lacking — the general public deserves to be informed how to avoid purchasing counterfeits
  • The influencer marketing industry is set to grow $21.1B this year alone, with fashion and beauty being one of the most popular verticals. This is a huge untapped opportunity to have influencers who already have massive reach educate the public on why counterfeit products are harmful.
  • Gen Z and Millenials represent a massive new customer segment in the luxury market, and so social media marketing campaigns should be used to educate them about the negative consequences of purchasing counterfeit products.

Social networks should establish an authorized reseller program where they validate the authenticity of certain sellers

  • Social commerce will only continue to rise in popularity in the coming years. Consumers' buying habits are heavily influenced by social media: 60% of Gen Z shoppers use Instagram as their prime channel for discovering new brands and products. COVID-19 in particular accelerated the growth of social commerce.
  • However, the issue right now is that there are a lot of unauthorized sellers on social media; only authorized sellers should be able to maintain a presence there.
  • In order to ensure that there are only authorized sellers, social media networks should establish an authorized reseller program, ie. something similar to TikTok Seller, or partner with a third-party vendor, ie. Entrupy.

Sources

$81 Million in Fake Watches Intercepted by Louisville CBP in 6 Months | U.S. Customs and Border Protection. (2022, April 12). U.S. Customs and Border Protection. https://www.cbp.gov/newsroom/local-media-release/81-million-fake-watches-intercepted-louisville-cbp-6-months

Anaqua Consumer Survey: The State of Counterfeit Goods - Anaqua IP Management Software and Services. (n.d.). Anaqua IP Management Software and Services. Retrieved October 5, 2022, from https://www.anaqua.com/resource/anaqua-consumer-survey-the-state-of-counterfeit-goods-blog/

Anti-counterfeiting and Online Brand Enforcement: Global Guide 2021 - World Trademark Review. (2021, May 11). World Trademark Review. https://www.worldtrademarkreview.com/global-guide/anti-counterfeiting-and-online-brand-enforcement/2021

Bain & Company. (2021). Luxury Report 2021: From Surging Recovery to Elegant Advance—the Evolving Future of Luxury | Bain & Company. https://www.bain.com/insights/from-surging-recovery-to-elegant-advance-the-evolving-future-of-luxury/

Berg, A., Berjaoui, B., Iwatani, N., & Zerbi, S. (2021). Welcome to luxury fashion resale: Discerning customers beckon to brands | McKinsey. https://www.mckinsey.com/industries/retail/our-insights/welcome-to-luxury-fashion-resale-discerning-customers-beckon-to-brands

Chinese police bust fake Louis Vuitton bag network. (2021, March 15). SecuringIndustry.com - Anti-counterfeiting news. https://www.securingindustry.com/clothing-and-accessories/chinese-police-bust-fake-louis-vuitton-bag-network/s107/a13169/#.YzcHkkzMKUk

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acknowledgments

We would like to provide our special thanks to the following customers and partners who provided us with access to their expert commentary and/or access to their digital media for use in this report...

Chic Consignnment

(Massachusetts-based luxury consignment business)

Dubai Department of Economic Development

Opulent Habits

(New Jersey-based luxury consignment business)

Style Theory

(Singapore-based fashion rental business)

The Purse Affair

(Australia-based luxury resale business)

LePrix

(Maryland-based luxury marketplace business)