The expert explained the growing demand for fashion brand analogues

The growing interest of Russians in more affordable fashion brand analogues is primarily due to a decrease in solvency, rather than a loss of brand value in the eyes of consumers. At the same time, counterfeiting damages manufacturers, while the adaptation of design ideas remains a common practice in the fashion industry. This was announced by Anna Lebsak-Kleimans, CEO of Fashion Consulting Group, in an interview with Izvestia.

"Counterfeiting and copying is a blow below the belt for any brand that faithfully develops a product, manufactures it, promotes it, pays salaries and taxes. This is not just a luxury problem: all popular brands in the middle price segment with recognizable logos or ideas are being faked," she said.

According to the expert, the appearance of fakes confirms that the brand is in demand, but also carries reputational risks due to the lack of control over product quality, production ethics and sales integrity.

At the same time, Lebsak-Kleimans called for a distinction between counterfeiting and adaptation of design ideas. Luxury brands have traditionally been a source of inspiration for the mass market, which rethinks models, simplifies them, and adapts them to a wide audience. As an example, the expert cited Zara, which produces such products under its own logo.

Dupes, in her estimation, are also more often a reinterpretation of the original models and differ in individual details — color, texture or size. However, the line between adapting and copying someone else's idea can be thin.

Additional demand for analogues is generated by students and young professionals who may not be able to afford original products. Such products allow them to get closer to the desired image and purchase items with a recognizable design.

Read more in the article:

Not the original, but the image: Russians more often choose dupes of famous brands