Fashion counterfeit in Russia: modern trends

Objective: to study the regularities and features of the Russian market of fashion counterfeit goods.Methods: dialectical approach, system approach, analysis, synthesis, comparative analysis method.Results: the main types of counterfeit goods in the fashion market are identified that differ in quality and cost and, as a result, in their presence in various segments of the fashion industry. The uncertainty of boundaries between counterfeit and original products is marked, which is used by manufacturers to sell fakes to consumers. It is found that the distribution channels of counterfeit products are numerous and differentiated depending on the type of counterfeit, the Internet being the most powerful one. Among the most significant factors affecting the distribution of counterfeit products in the fashion market, the following were identified: development of online commerce, behavior of the Russian consumers, and integration processes. Counteraction to counterfeiting should be based on improving the customs protection of intellectual property under integration and improving the anti-counterfeit culture of the Russian consumers.Scientific novelty: a study of the market for counterfeit goods in the fashion industry is presented; the reasons and factors that contribute to the production and distribution of counterfeit goods in this economy sector are identified, which will may help to develop adequate anti-counterfeit measures.Practical significance: the study results can serve as the basis for updating and developing anti-counterfeit measures that are adequate to the modern conditions.

Economics and national economy management, Fashion industry, Fashion market, Counterfeit, Imitative product, Fake, Copy, Replica, Consumer

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