The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
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.
It’s easier than ever for consumers to buy fakes online. But the spike in counterfeit sales may also have something to do with how brands themselves are pricing and marketing their products.
Find out what makes Gen-Zers so unique and crucial to the fashion industry in the latest BoF Insights report. Co-created with Gen-Zers as well as a host of fashion and social media experts, we unpack what this generation expects from fashion today, and tomorrow.
For its latest apparel collection, the brand will cap prices on items the faster they sell. The idea is to make fashion more accessible — and future inventory easier to plan.
Vying for attention from increasingly sophisticated consumers impacted by the downturn, fashion brands and retailers need to deliver exceptional in-store experiences. To discover how store interior design is innovating to increase sales and community engagement, BoF sits down with Invisible Collection co-founder Isabelle Dubern-Mallevays.
Nike and On are dominating the sneaker category today thanks to their focus on performance-driven products and discipline in their direct channels.
For 15 years, the canvas sneaker giant rode a wave of teen demand for its classic styles, only to find itself on the outs when customers moved on to more innovative footwear. Will its new products drive growth again?