Combating Counterfeits – Protecting the Luxury Resale Market

In the ongoing fight against counterfeit products, the luxury industry has invested in technology and AI for product authentication and even, urged governments to take legal action against fake goods and those involved in their trade. Despite these efforts, legal measures alone may not suffice. To make a real impact, there is a need to shift customer perspectives and reshape fashion trends. By emphasizing authenticity and quality of products over brand names and fast consumption, the industry can foster a change in consumer mindset and discourage the practice of buying fake goods. On the other side of the coin, brands can encourage the consumers to focus on genuine products and sustainable practices, which will help the luxury sector to create a more resilient and trustworthy environment for the shoppers.