British shoppers 'happy to buy fake goods'

Increasing numbers of shoppers are happy to buy fake luxury goods, according to a new report.

The Counterfeiting Luxury study of 2,000 people, by law firm Davenport Lyons, found that two thirds of consumers were happy to own fake clothing, footwear, watches and other items - a rise of 20% on last year's figures.

Louis Vuitton, Gucci and Burberry remained the favourite brands for those who purchased fake goods.

However, 80% of those surveyed said that they would be deterred from purchasing fake goods if they were helping to fund terrorism or crime, while 70% admitted that the possibility of going to jail would also act as a deterrent.

The report also found that there has been an increase in the number of counterfeit goods bought overseas, in places such as Europe, China, India and South East Asia.

It warned that firms were under threat from non-genuine sales in the UK, due to lose revenue, negative consumer perception and brand dilution.

Nearly a third of shoppers, however, had purchased a fake item believing it to be the real thing.

The survey warned the "social acceptability of fake goods is a deeply concerning shift in consumer behaviour" and called on the UK to tackle the problem "head on", suggesting that the most useful way to do so would be to highlight the fact that proceeds made from the sale of fake luxury items are helping to fund organised crime.

Simon Tracey, author of the report, said: "Consumers need to understand that by buying fakes they are not just getting a relative bargain, they are fanning the flames of a much deeper social problem, crime and criminality."

(KMcA)