Max Azria recently said, "If they don't knock you off, it means you're no good."  Still, we all want to be able to stare envious onlookers in the eyes and say, "It's real," and mean it. We just love a deal, right? Then you need to know not only how to spot a fake, but how to spot an auction for a fake.  If you think a receipt is proof of authenticity, you better keep reading.  Until products are equipped with holograms or wireless devices that prove authenticity, it might be scary out there; know your product.

(If you think I can improve this article, e-mail me and tell me what you'd like to see included!)

1. Below is a fake Dooney and Bourke.  The first red flag is the patterned material, which is cheap and easy to reproduce.  The second clue to its lack of authenticity is the plastic wrapped around the handles, which is also cheap.  The major differences between real and fake are in stitching, material, the label, and packaging.  Fakes will typically have sloppy stitching, stiff material, and misspelled tags. Moreover, the "real thing" will likely be packed in a soft, thick flannel wrap, and often a box. 

  Rule #1: If it looks cheap, it most likely is cheap.


2. Is the item coming to you from Hong Kong or another Asian city?  I have worked in textiles and can tell you from experience that Chinese factories can and do make spot on fakes, right down to the tags! Just because it says Coach, doesn't mean it is Coach.  The real deal may be made in Asia, as well, but it will not be sold from Asia!

Keep in mind, you can get fakes from street vendors in New York and from flea markets across the U.S., so just because an item is being sold by someone from North Carolina or California still doesn't guarantee it's not a fake.  It's just more likely to be a fake if it's coming directly from Asia.

Rule #2: If it's shipped from Asia, assume you're getting a fake.

3.  Along those same lines, pay attention to spelling and grammar! If the seller doesn't seem to have a very good grasp of the English language, chances are they're selling fakes. 

Rule #3: Don't dismiss the seller's poor attempt to construct a sentence as a result of our public school systems--move along!


4.  Beware buying items based on photos of professional models.  What does the gallery picture of the item look like?  Is it a professional photo from a magazine, website or runway show?  If the seller cannot or will not provide you with an actual photograph of the item he/she is selling, most likely what he or she is selling is a fake that does not look like the real thing.

Rule #4: Insist on a photo of the actual item!
 (photo courtesy of www.Bananarepublic.com)


5.  Is the seller's feedback "PRIVATE"?  If so, there's a reason, and it's not because customers were happy.  Run the other way! Purchasing authentic items online is risky, but you can arm yourself with information.  Your best tool is to look for other customers' claims of fake product.  Check the feedback of the seller, and if it's "PRIVATE", move along.

Rule #5: Do your research!


6.  Is the item still available in stores?  Keep in mind, many people clean out their closets seasonally, but if you are gettting an item at a significant discount that is not even on sale yet in stores --be suspect.  Be very suspect. 

Rule #6:: If it seems to good to be true....


7.  Does the seller have about fifty of the same item?  Do you think they bought out every pair of jeans Macy's carries?  HELLLOOOO?

Rule #7: Products being sold in bulk is a sure sign of a fake!


8. Like knowing the stockmarket, know your chances of getting a fake.  Cartier is highly counterfeited in Asia, and Microsoft is the most counterfeited tech brand. Nike, Adidas, Burberry, Louis Vuitton, Sony, Lacoste, and Reebok are all common knock-off brands. 

Rule #8: When at all possible, make comparisons between actual photos of the item being sold, and a photo of a known to be genuine product.

9. Number 9 is scariest of all.  I have often relied on a photo of the "receipt" to provide PROOF that the seller bought the item from a retail dealer, but that is all out the window now that online web resources have made it possible for anyone to fake a receipt from anywhere.  That "Tiffany & Co." receipt may or may not be from the actual store, so beware, and definitely don't assume it's either a genuine receipt or a genuine product.

Rule #9: No longer trust the "I have the receipt" claim.
Click here for items claiming to have receipts-- all rules above still apply!

10. Lastly, remember there is only one way to know for certain that what you are buying is, in fact, authentic, and that is to buy it yourself from a retail dealer. 

There is some GOOD NEWS heading the way of the authentic-loving, second-hand shopper, though! The designers are finally getting wise! According to my sources, Fendi, Gucci, and Louis Vuitton will be taking their products to the space age by installing holograms and wireless devices that will PROVE the authenticity of their products! 

  For even more information, go to the International AntiCounterfeiting Coalition webpage at www.iacc.org