The black market takes advantage of Instagram to sell imitation bags

In the middle of 2019, luxury fashion is no longer destined only for the elites. Ever since prêt-à-porter put an end to workshops that made exclusive and custom-made garments, the high-end industry has evolved to democratize any type of garment or accessory. Social networks and 'influencers' have caused young 'millennials' to want to acquire any type of piece, even if to do so they have to camp around stores, sign up for waiting lists and spend large amounts of money.

This desire to have the new viral Balenciaga sneakers, the latest Off White logo sweatshirt, a Louis Vuitton suitcase or the classic Cartier Love bracelet has unleashed a powerful counterfeiting business that has taken advantage of the success of social networks . Since the appearance of Instagram, the popular platform for young people has a growing business of selling counterfeit items that can be purchased through Whatsapp.

According to the latest study by Ghost Data, which analyzes the growing phenomenon of fakes on Instagram, the market for imitation products in any sector will exceed 1.8 billion dollars in 2020 and will mean a total of 30 billion dollars in losses for the luxury firms, in the case of the fashion industry. For several years, the search through the hashtags of firms such as Louis Vuitton, Gucci or Balenciaga have become one of the channels to promote imitation clothing, bags or jewelry on multiple Instagram accounts.

Users contact illegal sellers through Whatsapp to make the purchase

Through an analysis of this phenomenon, the study has shown the different ways by which you can access the digital catalogs that counterfeit businesses offer on the popular social network. Most of the profiles, which have gained thousands of followers, have a similar style and offer the user the possibility of contacting through external mobile applications such as WhatsApp where they speak directly with illegal sellers to purchase products.

Traditionally, the counterfeit market has been dedicated to selling replicas of the most classic and most popular products in the world of luxury, such as the pieces with the iconic Louis Vuitton monogram, the basic nylon models signed by Prada or the successful bag 2.55 from Chanel. With the irruption of the black market on Instagram, these types of accounts offer both classic designs and the latest novelties launched by the firms and some even anticipate launching bags or sneakers before the original firms begin marketing them.

If the counterfeiting business used to be sold secretly in clandestine rooms or in the back rooms of establishments, with the arrival of the Internet everything has become more visible. The rise of luxury products and best-selling designs has caused even the 'low cost' fashion firms to be inspired by the original proposals to present versions at reduced prices, such as Balenciaga's 'sock effect' footwear to belts technicians with an Off White message.

To curb this growing dynamic, the firms are working to expose the multiple accounts that promote their fakes through Instagram, while also waging legal battles with existing firms that copy their designs. Among the latest cases, Gucci or Chanel are some of the firms that have filed numerous lawsuits against firms for copying their products in addition to allocating part of their efforts and money to pursue the illegal sale of imitations.