The Fashion Law Exclusive – A study by MarkMonitor reveals that while the number of online shoppers seeking out counterfeit goods is not increasing very significantly, the number of shoppers being duped into purchasing fakes is growing. In fact, approximately one in six online shoppers are tricked by websites selling counterfeit goods and one in ten online shoppers land on rogue sites (sites selling counterfeit goods) in their search for authentic goods.
MarkMonitor, a brand protection company, which helps many major brands protect themselves from online counterfeiting, fraud, piracy and cybersquatting, released its annual Shopping Report study last week and the findings present some major warnings for fashion houses. According to the report, along with the rise in websites offering designer goods at discounted prices comes an increased risk that consumers looking to purchase authentic goods are falling victim to counterfeiters that have “camouflaged themselves” as legitimate. Moreover, the 2014 report, which analyzed data from nearly nine million online sessions from roughly 280,000 shoppers, states: “Most shoppers are trying to purchase legitimate goods from brands they’re familiar with and loyal to. But they’re also looking for the best deals on these goods, which is why a shocking number of consumers end up on sites selling counterfeit goods.”