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.
worth of inventory secured by Entrupy's technology solutions to date
accurate, infinitely scalable
countries with customers enabling trust for retail businesses globally
unique images collected from authentic and counterfeit inventory from diverse global sources to train Entrupy’s AI algorithms
each year confiscated in counterfeited goods
international trade of counterfeit goods
domestically produced & consumed counterfeited goods
digital piracy in movies, music, and software
in retail sales
in lost wages & benefits
in state & local sales tax revenue
In FY 2022, the port of Indianapolis seized 7,901 counterfeits with $115.5 million MSRP if they had been real. This was a 55% increase from FY21
In FY 2022, Port Louisville seized $267.5 million in counterfeit merchandise.
From Jan 1 - Nov 30, the New Orleans Field Office seized $29.5 million in counterfeit goods.
2022 was the first year that Los Angeles/Long Beach Seaport seized one billion dollars worth of counterfeit products in less than a year - a 38% increase from the $725,365,590 in FY21.
In FY 2022, the Port of Cincinnati seized 1,103 IPR violative shipments with an MSRP of $105.5 million. 60% of that was from counterfeit jewelry.
In FY 2022, the Area Port of Chicago seized $23 million in counterfeit merchandise in 281 shipments.
counterfeit products were seized with €87 million value between March and December 2022.
Legitimate industries lose EUR 23.3 billion in direct sales and EUR 37 billion in total sales due to the counterfeit industry.
E-commerce platforms are gaining popularity; however, conventional online markets are still relevant.
The lost revenue from the counterfeit industry led to a direct loss in employment of 263,196 workers and a total loss in employment of 373,476.
Surveyed EU residents aged 15-24 on their opinions on IPR infringement
of those who intentionally bought counterfeits said they would stop doing so if more affordable products were available
intentionally pirated entertainment content in the last year
had bought a fake product online in the last 12 months, and did so intentionally
found it difficult to distinguish between legal vs. pirated digital content or don’t care to distinguish between them.
Risk of credit card details being stolen
Absence of guarantees for counterfeits
Risk of computer viruses
Risk of experiencing adverse health effects
of consumers aged 18-29 had bought a fake product; 19.9% knew they were buying a fake product.
were either indifferent or not concerned with the issue of counterfeits.
of those who had made counterfeit purchases were satisfied with their purchase.
of respondents would buy a counterfeit product if it were worth a quarter of the original brand’s product.
36.2% of counterfeits tested by The American Apparel & Footwear Association (AAFA) contained dangerous levels of toxins. One item had 600+ times the exposure limit of cadmium, a toxic heavy metal that damages kidneys, bones & respiratory systems.
Counterfeit sneakers made with lower-quality materials significantly increase impact loading versus their genuine counterparts. This leads to a higher risk of injuries such as stress fractures, patellofemoral pain and plantar fasciitis.
The Zero Mercury Working Group (ZMWG) found high levels of mercury in skin whitening soaps and creams purchased from more than 30 e-commerce sites in 16 countries across Europe, Asia, Africa and the Americas.
The Authentication Solution Providers' Association (ASPA) estimates 40% of all aftermarket components are counterfeits. Counterfeit parts are responsible for an estimated 20% of road accidents in India.
In the first three quarters of 2021, US drug enforcement agents seized nearly 10 million counterfeit pills - more than the previous two years combined. 40% contained lethal amounts of fentanyl, the highly-potent synthetic opioid.
Counterfeit mobile phones have been found to contain levels of lead and cadmium 35-40 times higher than globally accepted limits, while one test of counterfeit adapters reported a 99% failure rate, which exponentially increases risk of fire and explosion.
Counterfeiters exploited the shortage of products and product experts caused by manufacturing slowdowns to drive distribution and profit.
Research shows a statistically significant correlation between the amount of e-commerce and the quantity of counterfeits imported into an economy.
70% of US consumers expressed concerns that the pandemic would increase online counterfeiting.
Labor shortages and the immediate threat posed by counterfeit COVID-19-related products forced officials to reduce enforcement efforts across other product categories.
Key players including eBay, Amazon, Mercado Libre and Alibaba are implementing technologies to keep fraudulent listings off their sites while also aiding law enforcement and educating businesses about their rights.
Counterfeiters quickly infiltrated these platforms, establishing multiple accounts across sites, so any single shutdown becomes a mere inconvenience.
Using targeting tools, influencers, user-generated content campaigns and effective calls to action, they’re able to reach massive audiences.
Super fakes are bags so close to the originals that it is nearly impossible to tell them apart from the original. Manufacturers source the same materials for the bag, lining, and stitches.
- Resellers of designer bags in China are selling “super fake” handbags priced at only 5% of the MSRP.
- “Super fake” resellers can earn up to $350,000 USD a year
- Gen Z consumers are turning to super fakes in response to high inflation and decreased demand for conspicuous consumption
- Consumers are drawn to fakes because of the high prices and the ubiquity of luxury products.
- Rise of e-commerce platforms where consumers can purchase counterfeit products, such as DHGate
- Consumers can find counterfeits on Facebook and Instagram
- Rose to popularity due to social media, the pandemic’s e-commerce boom, and Gen Z consumers thinking that knockoffs are subversive
- Trendy to show off how good of a “dupe” one could find and for how good of a price
- Rise of Dupe Influencers - Dupe (slang for duplicate) influencers promote counterfeit products, often luxury goods.
- GenZ is starting to buy luxury products at age 15, three years younger than millennials. They are projected to constitute ⅓ of the luxury market by 2030.
- According to a new study from the University of Portsmouth
Dollar value* of Authentic and Unidentified items, 2017 - 2022
Authentic vs. Unidentified items, 2022
Click the chart to explore more about brands.
2023 value
2022 value
MOST AUTHENTICATED MATERIAL
MOST AUTHENTICATED STYLE
AVERAGE RESALE PRICE
2023 value
2022 value
MOST AUTHENTICATED MATERIAL
MOST AUTHENTICATED STYLE
AVERAGE RESALE PRICE
2023 value
2022 value
MOST AUTHENTICATED MATERIAL
MOST AUTHENTICATED STYLE
AVERAGE RESALE PRICE
2023 value
2022 value
MOST AUTHENTICATED MATERIAL
MOST AUTHENTICATED STYLE
AVERAGE RESALE PRICE
2023 value
2022 value
MOST AUTHENTICATED MATERIAL
MOST AUTHENTICATED STYLE
AVERAGE RESALE PRICE
By total number of Entrupy authentications performed in each year
By total number of Entrupy authentications performed
2023 UNIDENTIFIED %
2022 UNIDENTIFIED %
MOST unidentified MATERIAL
MOST UNIDENTIFIED STYLE
AVERAGE RESALE PRICE
2023 UNIDENTIFIED %
2022 UNIDENTIFIED %
MOST unidentified MATERIAL
MOST UNIDENTIFIED STYLE
AVERAGE RESALE PRICE
2023 UNIDENTIFIED %
2022 UNIDENTIFIED %
MOST unidentified MATERIAL
MOST UNIDENTIFIED STYLE
AVERAGE RESALE PRICE
2023 UNIDENTIFIED %
2022 UNIDENTIFIED %
MOST unidentified MATERIAL
MOST UNIDENTIFIED STYLE
AVERAGE RESALE PRICE
2023 UNIDENTIFIED %
2022 UNIDENTIFIED %
MOST unidentified MATERIAL
MOST UNIDENTIFIED STYLE
AVERAGE RESALE PRICE
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Dior |
3. | Chanel | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Prada | Goyard |
2. | Louis Vuitton | Prada |
3. | Chanel | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Chanel | Loewe |
3. | Gucci | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Dior |
3. | Coach | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Chanel | Prada |
3. | Gucci | Hermes |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Hermes |
2. | Gucci | Celine |
3. | Chanel | Balenciaga |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Dior |
2. | Gucci | Chanel |
3. | Chanel | Gucci |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Saint Laurent |
2. | Chanel | Goyard |
3. | Gucci | Hermes |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Prada | Goyard |
2. | Louis Vuitton | Saint Laurent |
3. | Balenciaga | Dior |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Chanel | Coach |
3. | Dior | Bottega Veneta |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Bottega Veneta |
2. | Chanel | Coach |
3. | Gucci | Goyard |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Chloe |
2. | Chanel | Burberry |
3. | Gucci | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Celine |
2. | Chanel | Goyard |
3. | Gucci | Chloe |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Chanel | Dior |
3. | Gucci | Saint Laurent |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Chanel | Saint Laurent |
3. | Gucci | Hermes |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Chanel | Goyard |
2. | Saint Laurent | Saint Laurent |
3. | Louis Vuitton | Gucci |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Burberry |
2. | Chanel | Prada |
3. | Hermes | Gucci |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Saint Laurent |
2. | Chanel | Goyard |
3. | Gucci | Coach |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Saint Laurent |
3. | Coach | Balenciaga |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Celine |
3. | Chanel | Dior |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Dior |
2. | Gucci | Goyard |
3. | Chanel | Balenciaga |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Balenciaga |
3. | Chanel | Dior |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Coach | Balenciaga |
3. | Gucci | Dior |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Coach | Hermes (tied) |
2. | Louis Vuitton | Goyard |
3. | Gucci | Bottega Veneta |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Celine |
3. | Chanel | Dior |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Saint Laurent |
2. | Chanel | Goyard |
3. | Gucci | Gucci |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Coach | Goyard |
2. | Louis Vuitton | Celine |
3. | Gucci | Hermes |
Most Authenticated | Highest Unidentified | |
---|---|---|
1. | Louis Vuitton | Goyard |
2. | Gucci | Hermes |
3. | Prada | Dior |
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%
|
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)
MOST POPULAR SERIES
2023 UNIDENTIFIED % (SERIES)
2023 UNIDENTIFIED % (BRAND)
MOST POPULAR SERIES
2023 UNIDENTIFIED % (SERIES)
$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
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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
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Chojnacki, R. (2021, June 21). Social Media in the Fashion Industry - The NPD Group. https://www.npd.com/news/press-releases/2021/social-medias-influence-on-fashion-industry-sales/
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Fashion Industry Study Reveals Dangerous Chemicals and Heavy Metals in Counterfeit Products. (2022, March). The American Apparel & Footwear Association. https://www.aafaglobal.org/AAFA/AAFA_News/2022_Press_Releases/Fashion_Industry_Study_Reveals_Dangerous_Chemicals_Heavy_Metals_Counterfeits.aspx
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Four Defendants Arrested in Multimillion-Dollar Counterfeit Goods Trafficking Scheme | USAO-EDNY | Department of Justice. (2021, August 12). U.S. Department of Justice. https://www.justice.gov/usao-edny/pr/four-defendants-arrested-multimillion-dollar-counterfeit-goods-trafficking-scheme
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How cheap does a counterfeit have to be to steal your sale? (2020, February 4). Red Points. https://www.redpoints.com/blog/cheap-counterfeits-steal-sales/
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Sudha. (2021, June 19). Chanel Resale Prices Have Skyrocketed: An Investigative Report - PurseBop. PurseBop. https://www.pursebop.com/chanel-resale-prices-have-skyrocketed/
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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)