This Week's Obsession: More as the Antidote to Superfakes

Counterfeit designer bags have been a persistent issue in the fashion industry, but the emergence of "superfakes" has taken this problem to a whole new level. Superfakes are counterfeit bags that are meticulously crafted to closely resemble their authentic counterparts, making it incredibly difficult for even experts to distinguish between the two. These replicas have become so advanced that they not only replicate the design and materials of the original bags, but also the intricate details such as lining and stitches.

The surge in popularity of superfakes can be attributed to various factors, one of which is the exorbitant prices of luxury handbags. As social media continues to dominate our lives, the desire to showcase designer goods has become increasingly prevalent among consumers. However, not everyone can afford to splurge on genuine luxury items, which is where superfakes come into play. They offer a more affordable alternative for those who want to experience the allure of luxury without emptying their bank accounts.

While the allure of owning a superfake may be tempting, it is crucial to remember the ethical and legal implications associated with purchasing counterfeit goods. Counterfeit items are often produced in exploitative sweatshops where workers are subjected to deplorable working conditions and receive meager wages. Moreover, the profits generated from the sale of counterfeit goods often fund organized crime syndicates and even contribute to financing acts of terrorism.

Why a Consumer Might Choose to Purchase a SuperFake?

The primary and overarching reason consumers purchase counterfeit items is price. Luxury goods often cost way more than what regular consumers can afford. Counterfeits therefore offer a more financially manageable way to achieve a desired look within available budgetary constraints.

Accessibility is another reason. Wannabe luxury consumers may not have ready access to the luxury brands they want. In developing areas of the world with growing middle classes, brands may not be available in their countries. This partly explains the popularity of online platforms selling dupes or counterfeits that can reach these consumers more effectively. The same argument can be made on the growing numbers of consumers using the luxury resale market

Copies of the luxury industry’s most sought-after handbags from French fashion house Hermès start above $1,000 and stretch up to $10,000 for a replica of a Kelly crocodile-skin bag. The superfakes might be a serious investment, but they still cost 10% - 20% of their genuine counterpart. For example, a real Hermes Birkin bag starts at $10,000, while a superfake can cost up to $2,000 ¹.

However, it’s important to remember that it is illegal to sell or purchase counterfeit goods. Counterfeit goods are often produced in sweatshops with poor working conditions and low wages. In addition, the profits from counterfeit goods often go towards funding organised crime and terrorism. Instead of purchasing a superfake, consider purchasing pre-owned bags from reputable sources to get your hands on a luxury bag without supporting the counterfeit industry ².

How Can I Tell if a Designer Bag is Counterfeit or a Superfake?

There are several ways to tell if a designer bag is counterfeit. Here are some tips:

1. Inspect the quality of the bag: Check for sloppy, loose, or jagged stitching. Slanted and uneven stitching is a sign of a poorly-made, fake bag. When you’re looking at a designer bag, the stitching will always be high quality. Make sure to check the stitching on the inside of the bag too. Some fakes hide their sloppy work inside.

2. Check the materials: A real designer bag will be made of high-quality materials. Check the leather, hardware, and lining of the bag. If the bag is made of cheap materials, it’s likely a fake.

3. Check the details: Designer bags have unique details that set them apart from fakes. Check the logo, hardware, and other details to make sure they match the original bag. For example, the logo on an authentic designer bag should be clear and well-defined. The font should be consistent, and the letters should be evenly spaced. Fake bags may have a blurry or poorly printed logo. Counterfeiters often make mistakes when copying logos and labels. Be on the lookout for misspellings or grammatical errors.

4. Buy from reputable sources: If you’re purchasing a designer bag, make sure to buy from a reputable source like More Luxury Club . Avoid buying from street vendors or online marketplaces that sell counterfeit goods. Instead, buy from authorised retailers or reputable consignment shops.

Why consumers choose dupes or counterfeits

The primary and overarching reason consumers purchase dupes or counterfeit items is price. Luxury goods often cost way more than what regular consumers can afford. Dupes and counterfeits therefore offer a more financially manageable way to achieve a desired look within available budgetary constraints.

Accessibility is another reason. Wannabe luxury consumers may not have ready access to the luxury brands they want. In developing areas of the world with growing middle classes, brands may not be available in their countries. This partly explains the popularity of online platforms selling dupes or counterfeits that can reach these consumers more effectively. The same argument can be made on the growing numbers of consumers using the luxury resale market.

The contradictory perceptions of counterfeits

Perceptions vary from consumer to consumer. In the eyes of some consumers, dupes and counterfeits erode the value of genuine luxury brands because, although not authentic, the sense of exclusivity and status associated with that product diminishes. What is the point of buying a genuine product when others are going around with a lookalike product and only those with a fine eye for detail can tell the difference?

Alternatively, some consumers may actually value the brand more if they see counterfeit versions. We cover flattery later in this article. When a consumer sees that a company has invested the time and effort to create, manufacture and distribute a lookalike of a luxury product, it may be a signal to them that the original must be an exceptional product worthy of imitation.

In summary, consumer perceptions on dupes and counterfeits on luxury brands is a complex area.

Luxury products are ‘luxury’ for many reasons, not least the value of the brand creating that product, the product’s exclusivity and the high-quality craftsmanship required for its production. The rise of dupes and counterfeits does pose a significant financial and positional challenge for luxury brands.

The consequences of counterfeit items on luxury sales

Counterfeit items pose a more direct and severe reputational and financial threat to luxury brands. The sale of a counterfeit over a genuine item represents revenue lost to the luxury brand. The quality of counterfeit items often falls short of the genuine article. Consumers who mistake them for the real thing may consequently view the brand as subpar.

It’s very hard to quantify the impact of counterfeits on luxury brands but there are infrequent surveys into it like Ghost Data’s 2019 investigation on Instagram.

The study revealed the most counterfeited brands were Gucci, Louis Vuitton, and Chanel – over 50% of fakes identified. This suggests counterfeiters target historic luxury brands where prestige drives popularity and revenue potential.

The study revealed that China was the top origin country for counterfeit goods being sold on Instagram with a 43% market share. Russia accounted for 30% of accounts followed by Indonesia at 13%. The location of these counterfeit vendors is evidence of Instagram’s global reach and the extreme difficulty brands have in exerting control over the spread of counterfeits worldwide.

Ghost Data found that over 15% of luxury brand content was related to counterfeit goods. This places genuine brands at risk of potential consumer blowback through no fault of their own if a consumer purchases a poor-quality fake that they believe to be genuine.

How luxury brands are responding to the issue

The legal route is a popular if frustrating route to take. Luxury brands like Gucci are increasingly launching legal action against counterfeiters selling fake goods online. 

Previously, brands often sued the platforms like Amazon or Facebook for not doing enough to stop counterfeit sales. Now, brands are directly going after the counterfeit sellers themselves in lawsuits. 

Sometimes, they team up. For example, Gucci and Facebook jointly sued an alleged counterfeiter using Facebook and Instagram to sell fake Gucci products. Despite Facebook taking down over 100 of the defendant’s accounts, new ones kept popping up. 

Joint lawsuits between brands and platforms represent a shift in legal strategy to target sophisticated counterfeiters more directly. Luxury brands have long felt that online platforms need to be more proactive in anti-counterfeiting efforts instead of just relying on takedown notices and the platforms seem to have taken some heed.

Another approach is advanced anti-counterfeit technology like holographic tags, QR codes or even blockchain technology to authenticate products. These could be particularly valuable because consumers with the correct tools on their mobile phone could use apps to help them spot fake items in retail situations.

Why More is the Antidote for Superfakes

More is a win/win for brands and consumers alike when it comes to counterfeits and superfakes.  Our values are to only sell authenticates goods and therefore all our stock is purchased from the brands or verified resellers who use both authenticators and AI to ensure authenticity.  The bags stays in our trusted community and therefore is handled with great care, taken care of and repaired when needed and we are tracking the bags usage and lifecycle.  Thanks to RFID tags, we can ensure many bags are not being replaced with copies. 

Our customers will be able to confirm the authenticity of their bag and still pay a fraction of the cost. Not only that but their bag can be loved and used, and their share can still be resold in the future on our platform.  You can't resell a superfake without risking getting in to serious trouble.  With More you never worry - we remove all the hassles of owning luxury goods by both maintaining them and insuring them - giving you piece of mind your investment is protected. 

Summary

Counterfeit designer bags and superfakes have a significant impact on luxury brands. According to a report by Red Points, luxury brands lose around $30.3 billion due to online counterfeiting¹. Counterfeiters directly compete with original sellers sometimes by using authentic names, real images, and no mention of fakes. As a result, buyers go to them and the original manufacturer loses a client¹. The sale of a counterfeit over a genuine item represents revenue lost to the luxury brand². 

The superfake revolution has sparked a debate about the ethics of counterfeit goods, as well as raising questions about what exactly we’re paying for when we spend thousands on a scrap of leather³. The impact of counterfeit designer bags and superfakes on luxury brands is a complex issue that requires a multi-faceted approach to address. We believe More can be a major component of the approach. 

Sources: 

¹: Glam

How to Tell if it's a Superfake