We all buy some form of counterfeit clothing today, whether we like it or not. It has become one of the most socially acceptable fashion statements and choices. At this point you are probably saying: No way! Not me, honey! I have never set foot in a Regent Street Chinese store. Truth is, it matters not. Most brands have welcomed this 21st century fashion convenience. The very big fashion houses are embracing this imitation /copy phenomenon. I know, even I thought it was a bit shocking.
Brands imitating brands formulate themselves into an entire marketing strategy. Allowing and embracing the new “fashion counterfeit culture drives increase brand awareness and builds desire,” according to Creative Director of Balmain Olivier Rousteing. He said he thinks the work of Zara is exceptional because it has managed to connect copies of three leading
