The fashion industry’s battle against counterfeits in the digital age Luxury fashion brands like Louis Vuitton, Gucci, and Chanel have long been synonymous with quality, exclusivity, and high prices. However, these same attributes make them prime targets for counterfeiters. The Organisation for Economic Cooperation and Development (OECD) estimates that trade in counterfeit goods represents up to 3.3% of world trade, with fashion being one of the most affected industries. Traditionally, counterfeit goods were often sold in physical markets or street corners. But in the digital age, the landscape has changed dramatically. E-commerce platforms, social media, and even standalone websites offer sophisticated counterfeits that can be nearly indistinguishable from the real thing. High-quality fakes from manufacturing hubs in countries like China can now reach consumers worldwide with just a few clicks. This shift to online sales has made the counterfeit problem exponentially more complex. Brands are now battling not just physical supply chains but also digital ones, dealing with issues like fake social media accounts, search engine optimization (SEO) for counterfeit sites, and the use of cryptocurrencies for anonymous transactions. (a) How has e-commerce amplified the counterfeit problem in fashion? (b) How are social media and influencer culture affecting the trade in counterfeits? (c) What strategies do fashion brands use to disrupt counterfeit supply chains? (d) How do counterfeits impact a fashion brand’s own supply chain? (e) What roles can e-commerce and payment platforms play in this fight? (f) What consumer education initiatives are brands undertaking?
