Brands imitating brands formulate themselves into an entire marketing strategy. Allowing and embracing the new “fashion counterfeit culture drives increase brand awareness and builds desire,” according to Creative Director of Balmain Olivier Rousteing. He said he thinks the work of Zara is exceptional because it has managed to connect copies of three leading
fashion houses. He even went as far as to say that it’s better than his work, in an interview with The Independent. In addition to this, he reminded that according to Coco Chanel, counterfeit and copies represent the success of the brand; which means they shouldn’t be frowned upon but be a benchmark for how successful the brand is.
I guess seeing the same work all over the place does drive some amount of stimulation and motivate shoppers to actually buy into the going trend. For me personally when I see a particular style and I know it’s just a five-minute trend piece I immediately look to diffusion brands like Zara and H&M for something similar. Though the industry has become very relaxed and more encouraging to copies, it has left me to wonder and question the cost of luxury goods. Even though I question it all the time, the industry has reached a stage whereby transparency affects and changes the meaning of the word luxury. Is it really luxury? Have we totally moved away from the actual artistic side of fashion to the completely commercial side? It would seem so in my eyes. Maybe this is why we spend so much more now than ever before. It’s because the industry has made everything accessible. The copies and the green light for counterfeit from brands by brands have permanently stained the meaning of luxury, allowing fashion to come off as something invaluable.
As a frugal consumer, I myself imitate styles I see in magazines and rush to buy Zara’s imitation.
The photos accompanying this column are a designer piece and a look I recreated for far less. In the end is it really worth it? Some stores that base their collections on brand imitation are Zara, H&M, Topshop, Primark and River Island. Even some of the higher end diffusion brands like French Connection have been seen copying the Herve Leger Bandage look for way cheaper.
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