Designer fakes are good news for brands
Brands should stop worrying about counterfeit designer goods and realise that these very well made fake items can actually boost demand for the real thing, according to European Union-funded research just published in the British Journal of Criminology.
Co-authour of the JailHouse Frocks report David Wall, professor at the University of Durham, says the real cost to manufacturers of fake bags and the like may be a mere fifth of current industry estimates, while they also quicken the fashion cycle and raise brand awareness.
