Investigators from The Sunday Mirror have discovered that, behind the locked doors of Bury New Road, in a maze of back alleys and basements, a new trade is flourishing – fake designer goods worth millions of pounds change hands here every year.
See details and pics here.
It’s a hidden shopping mall and cash-and-carry all rolled into one, a secret outlet village where rogue traders buy fake supplies in bulk and sell them on across the country. Young men - the spotters - lurk on street corners outside the locked shutters of closed-down shops. These men are the spotters. They bring customers in and keep police out.
The process raises big issues:
Apart from illegality, if someone can buy designer-fake for £20, take a gross margin of 43% by selling it on for £35, a retail price still far below that of the genuine article, what is the impact on consumer perception of brand-value?
In other words, if fake and genuine products are almost functionally similar, or at least close enough to satisfy consumer need, there will be a limit to the premium that consumers will be prepared to pay for a branded product that is certified as genuine…
This means that the only effective way to reduce the appeal of designer-fakes will be to reduce retail prices to levels that equate more closely with functional realities, especially in flat-line markets…
No comments:
Post a Comment