The global market of counterfeit goods is estimated to be worth more than $450 billion, with counterfeit fashion making up a significant portion of this number. While many consumers who purchase knockoff designs do not realize they are supporting the spread of fakes, they are nonetheless voting with their dollars.
Italian fashion brand Diesel recently launched a "one-of-a-kind, limited-edition Deisel knock-off collection" and promoted it with a pop-up in New York City just ahead of New York Fashion Week. The store selling genuine, high-quality Diesel clothing items gave consumers the chance to snag a bargain on Canal Street—as long as they were willing to wear items branded with "Deisel."
The store at the intersection of Canal and Broadway recently had its grand reopening, giving even more consumers the chance to get their hands on authentic branded knockoff items for a limited time.
According to Diesel founder Renzo Rosso, more than a million counterfeit Diesel goods are sold annually around the world; as he puts it: "Why can’t we play with this problem that we have?’"
Branded Knockoff Shops
Diesel's Canal Street Store Makes a Statement on Counterfeit Fashion
Trend Themes
1. Branded Knockoff Collections - Fashion brands can launch one-of-a-kind, branded knock-off collections to address the demand for affordable counterfeit items.
2. Pop-up Shops - Creating pop-up shops for branded knockoff collections provide an opportunity for fashion brands to engage with consumers and generate buzz around the launch.
3. Anti-counterfeit Campaigns - Fashion brands can develop anti-counterfeit campaigns to raise awareness about the impact of buying fake products on the fashion industry and promote the importance of investing in quality clothing.
Industry Implications
1. Fashion - Fashion brands can leverage the demand for branded knockoff items to launch limited-edition, affordable collections and engage with consumers.
2. Retail - Retailers can create pop-up shops and temporary storefronts to feature limited-edition branded knockoff items, generating buzz and foot traffic.
3. Consumer Goods - Companies in the consumer goods industry can benefit from developing anti-counterfeit campaigns to raise awareness about the dangers of fake products and promote the importance of investing in authentic, quality items.