In the age where trends come and go faster than COVID restrictions, image is everything. Modern day celebrities, social media and the latest fashion have increased the desire for big brand names, often coming with an even bigger price tag. While they used to be associated with markets and unheard of websites, designer replicas are more readily available in the UK than ever before, at increasingly good quality.
Staple high end brands such as Balenciaga, Prada, Dior and Gucci are popular amongst young people, elevated by the red carpet’s most popular names. However, dupe culture is also increasing as millennials are finding cheaper alternatives for sought after branded products. I carried out a survey of 16-35-year-olds, in which 53% of respondents said they would buy a designer replica over the genuine product, 45% already having done so. Almost all respondents went for replica products due to the sky-high prices of the branded products in comparison to the low faux prices. While millennials are seemingly more money savvy than ever, is the once esteemed chic of designer being tarnished as it becomes more accessible?
Influencers and celebrities are a driving factor in the popularity of these top-end goods, playing a vital part in setting trends. I spoke to millennials who said that they would be swayed to buy designer/replica designer items after seeing the genuine items worn by celebrities. Some mentioned a sense of closeness; by wearing the same outfit as your favourite actress, you feel more like that person, as if you’re sharing style tips with a friend. For others, it’s how celebrities pull it off, they style these designer items in a way which you wouldn’t think to – creating an image that everyone aims to copy.
With brands such as Canada Goose experiencing a 41% sales growth during 2019, the rise in counterfeit products is making it easier than ever to look like your favourite celebrity, perhaps taking away from the ‘elite’ image. The incline in demand for designer ultimately comes down to appearance and image, a large portion of the time, people wear designer garments to convey a certain idea that they are doing well in life, or to show their achievements through their clothing. As almost every aspect of modern life is captured by technology, young people are constantly showcasing what they’ve got and how much of it, reaching to false fashion to complete the image they’ve created.
Despite designer brands usually being associated with money, the top 1% tend to be the least covered in popular logos. While many think these brands are marketing to society’s wealthiest, they are actually targeting people who aim to seem wealthier – in order to impress people they’ve never met Replica businesses are aiding buyers with this, selling products that are visually almost identical to the real deal, for less than a quarter of the price. A study by Ghost Data showed that there was a 171% increase in the number of Instagram accounts promoting and selling counterfeits from 2016-2019. This shows that the target audience is assumably millennials, who are most active on apps like these, and most likely to showcase their products online.
But these faux bargains do come with their risks. As many of the sellers operate through social media such as private Facebook groups and Instagram pages, this poses risk for buyers as products are paid for through bank transfer and sourced from outside of the UK. Faulty handbag’s, dodgy typos and poorly made products are a professional hazard in the replica business, making where you source your products from a difficult and risky choice.
When buying from a high-end brand you’re paying for the time, effort and standard of the product, with quality checking and rigorous safety procedures in place during the design of the product. However, replica’s do not follow these same procedures, with things such as UV protection for sunglasses, fire resistance for clothing and allergic reactions from falsely branded perfume/cosmetics not taken into account, meaning these sellers are not held accountable in the same way that large companies are. While the quality of replica items seems to be increasing with their popularity, many have fallen victim to replica blunders.
My survey respondents also highlighted the problem of being misled by counterfeit businesses, with 73% of respondents stating there are too many sellers on the market. One of the main problems raised was sellers who claim their products are real, which often happens with trainers in particular. Sellers advertise the product as genuine, claiming they are reselling it for a higher price, only for buyers to receive an inexpensively made replica – or in some circumstances, no product at all. While this is an ongoing problem, it is difficult to combat, as many of these businesses are so loosely run through social media. While apps such as DHgate and AliExpress also provide replica designer goods, they act as more of a marketplace, meaning the responsibility and trustworthiness ultimately lies with the seller, not the apps themselves.
While it is a gamble buying from replica sellers, many have respectable reputations and positive reviews, providing a product that is an immaculate copy. With items that would come in at over £1000 being sold for under £100, people are getting their designer goods for less than 10% of the price. These products come complete with dust bags, branded boxes, authenticity cards and receipts, making it almost impossible to tell the difference from the genuine product, without deep inspection.
Counterfeit vendors who used to hide in the shadows are now booming business models and undoubtedly money makers, sparking a new age of couture fashion. The reality is that the majority of people cannot and will not spend hundreds or thousands of pounds on a single garment, meaning a cheaper alternative will hail over designer quality for many young people. Designer will perhaps always be sought after, as it has an image that millions want: wealth. However, as we move into a tech and money savvy generation, the way in which designer Is adored may change. Just make sure to do your research to avoid a fashion faux pas.
Words by Kenzi Devine
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