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Counterfeiters reach extends to cheaper styles
An authentic pair from the lingerie maker can cost $7.50 and up. But Vargas, a retail sales clerk,[link widoczny dla zalogowanych], managed to find a table brimming with pink-and-white unmentionables. Price: two bucks a pop.
"Of course they're not real, not at this price," said Vargas, decked out in a chocolate-brown Victoria's Secret tracksuit, also counterfeit. "But the quality isn't bad, and buying fakes saves a few bucks. You can find fake everything here."
Not that long ago, counterfeiters focused almost exclusively on upscale brands such as Prada and Gucci. But five years of a weak economy has knockoff artists churning out goods for people with more modest tastes and budgets.
At Santee Alley and other locations,[link widoczny dla zalogowanych], you can find fake versions of shirts,[link widoczny dla zalogowanych], pants and footwear by brands such as Gap, Dickies and Vans.
"You are seeing stuff now you can find at Target, not just stuff you can find at Macy's and Neiman Marcus,[link widoczny dla zalogowanych]," said Lt. of the Police Department's commercial crimes division. "Five years ago, we wouldn't have seen $10 and $15 T-shirts being counterfeited like we do now."
No one keeps numbers, but fashion industry experts say cheap fakes have exploded in recent years, especially in California.
"It's a huge problem because we are inexpensive fashion brands," said ,[link widoczny dla zalogowanych], president of the . "We are mecca for that. We are not Calvin Klein or . We are fast fashion. You can copy it within a week of appearance in retail stores and slap a label on it."
The economy is one reason for the trend. "The recession has more people trading down,[link widoczny dla zalogowanych]," said ,[link widoczny dla zalogowanych], academic director of the Fashion Law Institute at 's law school. "Even lower-priced brands feel like a stretch in this economy, and people are more likely to trade down to counterfeits."
There are several other factors driving the low-rent counterfeit trend, including the Internet, a changing consumer mindset and beefed-up anti-counterfeiting efforts by the giant apparel companies.
The big luxury brands have cracked down hard,[link widoczny dla zalogowanych].
Last year, fashion label Tory Burch won $164 million in a lawsuit against a group of cyber squatters peddling fake shoes,[link widoczny dla zalogowanych], purses and accessories. Chanel filed suit in September against 399 websites allegedly selling knockoff sunglasses, wallets, jewelry and other goods bearing the luxury retailer's name.
But with slim budgets and few employees, small brands can't afford legions of lawyers and private detectives, making them less-risky targets for counterfeiters.
"It's a business expansion strategy for the bad guys," said ,[link widoczny dla zalogowanych], president of brand protection for OpSec Security,[link widoczny dla zalogowanych], a Boston company that monitors counterfeiters. "The downturn left a lot of capacity open in factories in China and other parts of Asia,[link widoczny dla zalogowanych], so they are coming up with ways to fill that capacity."
Shoppers themselves, meanwhile, are another factor. A low-paid clerical worker might have a hard time passing off a $10,000 Hermes tote as the real thing. But who would ask questions about $44 Toms shoes?
"When you're talking about middle-market brands with middle-of-the-road price points, you don't have that stigma about counterfeits,[link widoczny dla zalogowanych], people being suspicious about fakes, because the real thing isn't that unattainable," said , vice president of sales at , a Los Angeles tattoo-themed street-wear brand.
Until its worldwide licensing rights were sold last year, Ed Hardy had a dedicated anti-counterfeiting team that worked with police to identify and track down knockoffs. In 2006,[link widoczny dla zalogowanych], the brand started sewing anti-counterfeit strips on its clothing labels, similar in idea to the security strips that go into dollar bills,[link widoczny dla zalogowanych], Westbay said.
"Counterfeit goods look authentic. Everything from quality and execution of product down to packaging and labeling and all that stuff," Westbay said. "It's tough to fight."
These cheaper items might ultimately make more money for counterfeiters than their luxury cousins because it's easier to sell vast quantities of the lower-priced items. Many more people are likely to buy $15 counterfeit hoodies and sweat pants than shell out $100 for a fake handbag.
"If there is profit to be made, things will be counterfeited, and it goes so far beyond luxury goods in terms of what is actually being counterfeited," said , who monitors counterfeits as an import advisory specialist for at the Los Angeles and Long Beach ports.
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