Market Size of Counterfeit Sneakers — Brandmonitor

Market Size of Counterfeit Sneakers

25 September 2019

Results of BrandMonitor's research on the counterfeit sports shoes market

              Market Size of Counterfeit Sneakers

The annual turnover of the counterfeit sneakers market amounts to 1,2bn US dollars, $360m of which is generated by online sales, according to BrandMonitor’s August 2019 research results. The study is based on the data coming fr om a national survey[1] and the proprietary monitoring platform BrandMonitor™ developed by the company's specialists.

The volume of counterfeit sneakers market

The study has shown that the turnover of counterfeit sports shoes market amounts to $1,2bn over the last year, while the one of the legal market equals $2,45bn.

The vast bulk of counterfeit (70%) is sold offline. That includes showrooms in shopping malls (37%) as well as clothing markets (33%). The total annual turnover for these sales channels reaches about $840m. Online trading accounts for 30% of all fake sneakers, which totals $360m a year. This sum subdivides into $250m that comes from online stores, whereas social networks account for the remaining $110m.

Can customers spot fakes online?

The study tested the customers’ ability to figure out websites that sell counterfeit. The survey participants were presented with online sports shoe stores and were asked to determine which of them sell counterfeit goods.

Prior to the test, researchers studied respondents’ opinion of their own ability to distinguish between websites that sells fake sneakers and those with original products. Half of the respondents (50%) voiced their opinion that they would be able to cope with the task.

However, only a third of the respondents (33%) were able to identify counterfeit online stores during the test, whereas 42% of them considered websites to be legitimate sellers; the rest of respondents remained undecided.

Choice criteria for sneakers. Counterfeit price levels

The most important parameters of sneakers for customers are wearing comfort (99%), high quality (98%), and affordable price (95%). Much less attention is given to the authenticity of a product (80%).

For Generation Z representatives, authenticity plays an even less significant role (68%). The proportion of people intentionally buying counterfeit sneakers is also significantly higher within the Generation Z pool than that in the whole sample (36% versus 25%).

The mean price for a pair of counterfeit sneakers is $37. The most expensive fakes can be found in Moscow for an average of $45. They cost on average $34 in cities with a population of one million or more and $31 in less populated cities wh ere from 100,000 and 1,000,000 people reside.

The price evaluation of fake-versus-original sneakers in social networks and on marketplaces has shown that fake sneakers are 1.5 times cheaper than the original ones. This analysis has been conducted with the help of the BrandMonitor monitoring platform.

The average price for counterfeit sneakers on social networks and marketplaces is $47. Original sneakers cost an average of $78 on social networks and $62 on marketplaces.

[1] Data has been collected in an online survey. The sample size comprises 1000 interviews. The sample represents the adult population of Russia aged 18 to 55 years in cities with population no less than 100 thousand people. Data was collected in August 2019.


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