Cheap branded fashion items and attendant risks

Bangladesh is lately witnessing an unusual trend in its fashion marketplace. Beginning from posh global footwear and apparel brands such as Adidas, Puma, Nike and Levi's to spectacles brands such as Gucci, Prada and Chanel are being sold on online platforms and even in local shops at prices lower than even many of the locally produced items. How is it possible? There are no logical explanation behind it. Rather, counterfeits and shipment diversions lie behind this trend, which are constituting challenges that may have long-term consequences for prospective local brands, consumer safety and the country's reputation.

The major reason for global brands becoming so cheap in Bangladesh is the influx of counterfeit goods, mainly from China. Traders are importing items bearing the logos of posh global brands, which are not produced by brand owners. These products are manufactured in factories that specialise in making look-alike items with poor quality. Once those arrive in Bangladesh, the items are sold online through platforms like Facebook shops, e-commerce sites, and even in so-called physical brand shops. As they are fake, they can be sold cheaper than locally manufactured products. However, it does not necessarily mean that the ones being sold by so-called brand shops at high prices are genuine. Mobile court drives conducted by the Directorate of Consumer Rights Protection discovered on several occasions that shops claiming to be dealing in branded items are selling products not sourced from the original brand owners.

Counterfeit imports are badly affecting local fashion brands. Businesses which have invested in creating domestic brands are encountering unfair competition from those who are selling counterfeits at prices lower than that of local products. The availability of counterfeits discourages innovation and weakens consumer trust in local brands, thus hampering their growth.

Counterfeit products sometimes expose consumers to hazards as they, unlike genuine brands, bypass strict safety and quality testing processes. For example, a pair of cheap fake sneakers may cause injuries, skin irritation, or simply wear out within days.

The fascination for foreign brands also shows deeper issues in consumer psychology. Many Bangladeshis, especially young people, view wearing items with foreign brand logos as a symbol of status, even if the product is fake. Such craving for foreign logos, even at the expense of quality, reflects the bankruptcy of mind. This is one of the reasons why local brands are struggling to earn the recognition it deserves despite the fact that Bangladesh is a powerhouse in apparel production.

The authorities concerned need to play their parts to reverse the situation. They need to strengthen border controls and customs surveillance to prevent the influx of counterfeit goods from China and other countries. E-commerce should be brought under regulation so that they cannot deal online in counterfeit items. Consumer awareness is equally important. Buyers need to understand that if something appears too cheap, it probably is not genuine. The risks of buying counterfeit goods should be made public through campaigns and the media could play a great role here. Local brands should be given necessary support to develop their own identities. When domestic consumers will trust and value local brands, the demand for counterfeits will naturally decline.

Policymakers need to consider the long-term implications of this on the country's image. The apparel industry contributes over 80 percent of export earnings while Bangladeshi footwear is consolidating global footprint. In such a situation, any perception that Bangladesh is a safe haven for counterfeits could undermine years of progress in building trust with global buyers. To avert it, the country needs to ensure that intellectual property laws are enforced properly.

rahmansrdk@gmail.com