Counterfeits: a dangerous choice

Now that China has become a major market for western outdoor apparel brands, the presence of fake items online has increased. We conducted a survey to learn more about consumers' susceptibility, perceptions and behaviours towards counterfeits and found:

• People are aware of counterfeits online, with 20% of respondents having knowingly bought a fake outdoor apparel item.
• Social media platforms are playing a key role in the selling of counterfeit outdoor apparel.
• 26% of outdoor apparel consumers would stop buying a brand if they became aware of fakes in the market.
• Many customers feel it is the brand's responsibility to control counterfeits.