Luxury brands are paraded around us everywhere we look…whether it’s the famous Vivienne Westwood Globe sparkling from a ladies earlobe to the signature Luis Vuitton ‘LV’ slashed across a deep brown bag. But can we be sure that this is the genuine article?

All too often when we were children we were tormented in the playground if we didn’t have the right Kappa jackets or the 3 stripe Adidas trousers for PE. But back in those days it was so much simpler to spot the faker. Today it is much more difficult.

With the trade making ever convincing look-a-likes of all our favourite brands, it’s hardly surprising that many consumers have taken to buying the faux version. All too often we see the breed named ‘Chav’ walking down the street sporting the once classically British Burberry plaid. It’s a crying shame that something once so special and unique is now common place among the crowds.

Maybe it could be blamed on the designers for putting such a high price on the goods? Could it be a rage of jealousy that is causing the uproar? Either way, something has to be done and fast.

‘Fake brands are rampant in China, sold with unreasonably low prices at marketplaces. Foreign companies have frequently complained of trademark violation. China recently has also cracked down on fake brands by closing down business retailers in order to build a better positive image to outsiders.’

Whilst a lot of companies are striving hard to bring out laws on fake fashion branding, the ever demanding consumer is lapping up the opportunity to stock up on the fake stuff.

Young girls can be seen everywhere sporting the famous Playboy Bunny symbol, but the bent ear…not so authentic! When asked why they invest in a fake brand, the most common reply is; ‘Because it’s cheaper. I can’t afford the real deal.’

So why do designers feel the need to overprice their stock? What makes an Alexander McQueen dress more exclusive than a £40 Debenhams evening frock? The key is the name behind the brand…when asked to choose between a Topshop skirt and a Galliano skirt, nine times out of ten, Galliano will be picked. This is due to the hype and exclusiveness of the brand.

Lets face it, every one wants their five minutes of fame.

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