By  on July 23, 2019

LONDON — A love of luxury and a generation that values personality and individuality more than ever is fueling the purchase of counterfeit products despite brands’ and governments’ efforts to clamp down on fakes.

The International Trademark Association released research titled “Gen Z Insights: Brands and Counterfeit Products,” which aims to shed light on the relationship between Gen Z and the brands that those born between the mid-Nineties and the mid-Aughts favor.

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