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Faking the retail experience

We’ve all seen, and perhaps (accidentally?) bought, the odd fake branded product.

More than 15 years ago I recall buying “Roy Bon” sunglasses, complete with fake leather case and comical logo, in India. They didn’t last long.

The counterfeits trade is worth somewhere between $600 billion and a trillion dollars a year, according to various sources I found on Google. That’s quite a lot.

‘Entrepreneurs’ in China have taken the fake brand experience to a whole new level, according to media reports dating back up to five years.

In recent times Apple, Ikea and Starbucks are all big brands who have been copied on a major scale in China, say various reports linked to above.

Now the copyright theft has moved to a whole new level, Reuters reports:

“This knock-off Ikea store is emblematic of a new wave of piracy sweeping through China. Increasingly sophisticated counterfeiters no longer just pump out fake luxury handbags, DVDs and sports shoes but replicate the look, feel and service of successful Western retail concepts — in essence, pirating the entire brand experience.

“This is a new phenomenon,” said Adam Xu, retail analyst with Booz&Co. “Typically there are a lot of fake products, now we see more fakes in the service aspect in terms of (faking) the retail formats.””

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