Counterfeiting costs American businesses alone more than $200 billion and, not surprisingly, the sports apparel counterfeiting business is continuing to grow.
Brand protection company MarkMonitor analyzed five major sports brands and concluded that there were more than 1,300 e-commerce Web sites selling questionable jerseys. These sites, the company says attract more than 56 million annual visits and sell an estimated 800,000 jerseys a year.
MarkMonitor CMO Frederick Felman says, like the rest of the counterfeiting world, these sites are getting more sophisticated by either selling jerseys that look like they are real or showing real pictures to try to make a sale.
And Felman says that counterfeiters have also learned that consumers are more wooed by deals that aren’t as drastic.
“Years ago, we saw they would try to woo the public with dramatically different price points, offering discounts of at least 50 percent,” Felman said. “Now, price points are aren’t all that different, as they’ve found that 15 to 20 percent discounts can still get a buyer.”
MarkMonitor also discovered that counterfeiters were willing to pay for Internet advertising. The company monitored almost 480,000 paid search ads and concluded in this study that 28 percent of all online paid advertising came from sites selling counterfeit sports gear.Page 1 of 2 | Next Page