The Business of Fashion
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In the age of BeReal when authenticity reigns supreme, Gen-Z has surprisingly few qualms about buying fake goods — especially when others are doing it. In a proprietary study of US Gen-Z consumers aged 13-25 fielded by Juv Consulting, BoF Insights found that a majority think it’s acceptable for others to buy counterfeits. Meanwhile, over a third are personally willing to wear dupes. Estimates of the size of the overall counterfeit and pirated goods market vary, ranging from $1.7 trillion and $4.5 trillion a year, making it the largest criminal enterprise in the world.
BoF Insights is The Business of Fashion’s data and advisory team, partnering with leading fashion and beauty clients to help them grow their brands and businesses. Get in touch at insights@businessoffashion.com to understand how BoF Insights support your company’s growth for the long term.
