Most Louis Vuitton items on the Internet are fake. So why doesn't Louis Vuitton replace easily copied date codes with serial numbers instead of filing numerous lawsuits against Ebay, Google and others? If you learn the answer to this and other mysteries of the universe, by all means let me know! Seriously, though. What's an honest seller to do? And what should an honest Louis Vuitton seller avoid in order to separate a legitimate listing from the many fakes?

Whereas many Ebay guides are aimed at would-be buyers, this guide is aimed at sellers who are new to, or frustrated by, the unique challenges of selling Louis Vuitton. The aim is to go above and beyond Ebay's seller tips and to shed light on why buyers seem to flock to some listings while all but ignoring others. And while this guide is geared toward sellers, buyers, too, will learn how to spot the difference between amateur listings and Red Flag indicators of a potential scam. Finally, sellers of any product type who follow this guide are likely to increase bidder confidence and, in turn, profits. What's not to like?




1. Photography Dos & Don'ts

• Stock photos. eLuxury.com, the only legitimate Internet source of new Louis Vuitton products, may be a tempting place to "borrow" photos that are similar to what you are offering. Don't. Likewise, don't recycle photos or text from prior listings. Not only does doing so violate Ebay policy, which could result in the termination of your auction or account, but photo and content theft scares off those who have been attempting to shop. By the same token, if you are a savvy Photoshop user, resist the temptation to remove the background and replace it with white to make it appear to be a photo that may have originated on a retail site. Nonprofessional photos that look like they were taken in a real location, such as a dining room table or an interior of a car, are the most convincing. And remember: The first rule of thumb, no matter what you are selling, is to post photos of the ACTUAL ITEM.
• Cell phone camera pics. Cell phone cameras distort color — making that authentic caramel-colored Toile pattern on your monogram LV, for example, appear green-hued like their fake counterparts; they often lack the flash; and they tend to look soft or grainy. Remember: Better photos = higher bids. So think twice before using a cell phone camera, and consider borrowing a digital camera if you don't already own one. TIP: If you aren't confident about your camera skills, recruit a family member or friend.
  
• Dim photos. If you don't like flash whiteout — and most people don't — take photos under natural sunlight. There's nothing like sunlight to accurately portray the color and condition of an item, and to compensate for the fact that most digital cameras are not at their best under artificial lighting. In fact, even cloudy outdoor conditions are superior to most indoor conditions. But if you must use indoor light, grab your camera's user manual and look up "white balance". This will instruct you how to tell the camera what the brightest white color looks like under your particular lighting situation so that your camera can compensate for off colors. (Most digital cameras, with the exception of camera phones, now offer this option in the camera's menu. Others will allow you to select from preset lighting conditions sometimes represented by a light bulb, sunshine or cloud icon.) However, if the mere mention of "manual white balance correction" makes your head spin, locate the brightest light in your home and photograph the item beneath that. TIP: If don't have a bright light — and yes, I realize some homes are so dim you can't see your own feet — use one hand to hold the camera, and the other to drape a thin, white tissue paper in front of the flash bulb. If combining acrobatics and photography isn't your thing, you may have luck with a slightly less effective approach — a piece of frosted tape over the flash (not the lens!). This will tone down the power of the flash and make your object look more natural so that detail is not washed out.
  
• Blurry photos. You know that flower icon that appears on the dial or as a button on the back of a digital camera? Use it. It isn't just there for making flower pics look purdy. "Macro" as it is known, is a way you tell your digital camera — assuming you aren't using a cell phone camera — that you plan to point your lens close to an object you wish to photograph (anywhere from 6cm to 4ft). If left in the default setting, your camera will focus from a distance of approximately 4ft to infinity, which isn't going to capture fine detail such as labels or receipts. TIP: If your photos are still blurry even after switching to macro, try the following: Replace or recharge the batteries; clean the lens with an optic-safe cloth and cleaner (apply the cleaner to the cloth!); use two hands to brace the camera; when it is time to press the shutter half way down to focus, hold your breath and imagine you are statue just before and after you take the shot; or use a tripod if you've had too much sugar or caffeine and can't keep a steady hand.
  
• Distant photos. Distant pics say two things: Either the seller doesn't understand how to make use of the macro setting and was forced to stand four feet or further away to get a focused photo of the item, OR the item is counterfeit and the far-off shot is an attempt to keep would-be bidders or buyers from looking too closely. Yes, you do want a photo that is far enough away to show the entire outline of the item, but you don't want ALL your photos shot as if you were standing on the moon. Effective listings offer a combination of standard views and closeups because this is the only way to make up for the fact that potential bidders can't pick the item up and examine it in person.
  
• Small photos (vs. small photo files). If your listing photos look as small as your driver's license, they are too small. You need not shoot poster-size pics, but you DO need to post photos that represent something nobody on Ebay has ever seen before: the specific item you own. One option is to sign up for Auctiva or a similar auction photo hosting site. This way, you save the Ebay fees, if you so desire, and you spend less time fielding photo requests. Now if by small photo, you are thinking FAST photo, there's a way to go about that, too. Most digital cameras offer lower resolution settings that are optimized for Internet and email use. Whereas the default setting on your typical 4-12 megapixel camera is going to be a "fine" or "HQ" setting, which is what you want if your intent is to print the pictures out, typically there are other resolution choices, located in the camera menu, that produce images for on-screen viewing. a low resolution setting is what you want to set your camera to BEFORE you take the photos for your auction. Remember: Screen resolution photos are small enough to upload quickly and to send via email, but generally show the same amount of detail on your display as a high resolution photo does in print. And the side benefit? If anyone asks you to email additional pics, you are far less likely to encounter the "failed delivery" notice that may occur after sending multiple photo attachments over email. TIP: If you've already shot your photos at the camera's default for-print resolution, it isn't too late. You can reduce the resolution of your photos in Photoshop Elements, if you own it, or similar application (see Adobe.com or Download.com for trial versions). Transfer the photos from your camera onto your computer, launch your photo editing tool of choice, open the photos via the application, and choose the optimize or save-for-Web (or email) option. Finally, when answering requests for additional photos after your listing goes live, do NOT attach more than three photos per email. Many email servers, which relay messages to and from computers, choke on as little as 2MB worth of attachments. What you can do is upload the photo requests to Auctiva or similar service and simply email a link to anyone who asks, or send no more than 2-3 photos per email.
  

2. Expect a deluge of authenticity questions




But you don't understand. I receive WAAAAY too many questions! The time I spend answering email is exceeding the value of my listing!


We've got a real problem here. So what do we do?

Short answer? Build better auction listings.

Start by anticipating what people may ask — or at least what YOU would ask — if the tables were turned. In all likelihood, the time you spend writing a complete listing will more than make up for the time spent addressing questions after the fact.



How to separate your genuine auction from counterfeit competitors

1. Always mention whether the item comes from a pet- and smoke-free home. Some of your would-be bidders are asking because they don't want to receive an item with odd odors. Some of them are asking because they have allergies. And some of them are asking because NOT asking could mean risking a full-blown asthma attack, if not their own, a member of their household.  
2. State whether you have tags, original receipt, bag, box, dust bag, lock, keys or other items that originally accompanied the item.
3. Indicate where you purchased the item or if it was a gift. And, preferably, include a brief explanation for the reason you are selling (especially if the item is new).
4. Describe the level of wear and tear. For example, is the stitching tight? Is the leather lining, if applicable, flaking? Is the pocket peeling (this is a common problem on LVs in damp climates)? Are the zippers or snap closures working properly? Are there cosmetic, scuff, water, grease or pen marks? If, for example, you are selling a speedy style LV, which are by far the most popular, describe or show whether the canvas puckers around the piping, whether the piping is evenly exposed, and whether or not the leather tabs are centered below the zipper. (As LV boutique staff are known to state, products are "handmade". And in my first-hand experience the occasional defective, damaged or mislabeled item slips through the cracks.)
5. Indicate the dimensions of the item. For handbags, this includes not only the standard Length  x Width x Height, but the shoulder strap or handle drop and whether or not it is adjustable (maximum and minimum drop).
   
6. Spell out your return policy. Do not, however, resort to misleading would-be bidders and buyers with promises that you will accept returns if the item is proven fake in writing. Louis Vuitton boutiques do not authenticate anything in writing. TIP: If you receive a designer replica, don't count on PayPal to help. Why? Because the scam works both ways. Some sellers are photographing seemingly real LVs and shipping out fakes, and some buyers are receiving real LVs and dishonestly claiming fraud to obtain refunds. PayPal employees don't know who or what to believe and are likely to require an LV boutique to verify fraud in writing, which, of course, is unrealistic. Consequently, if you want some measure of assurance as a buyer, use COD, if the seller offers it, or your CREDIT CARD (with whom you can file a dispute if necessary). Remember: PayPal will allow you to pay by credit card once the information is on file, but you will always have to click the tab "more funding options" to select a credit card as a form of payment.
   
7. If you belong to an organization that vouches for legitimate LV sellers or have had your item authenticated by such an organization, demonstrate proof. Why? Because Ebay requires sellers to refrain from referencing third-party claims that buyers are unable to verify while looking at the listing. If that means your item description is more than one paragraph long in order to copy and paste the email reply you received from an authenticity service, so be it. Short descriptions don't sell pricey designer bags — they generate email.
8. A link at the bottom of each auction allows users to report violations. If your listing is removed, bidders will not be told why. So if you must relist an item, make certain to indicate why the item has reappeared. Otherwise, those who bid previously on your item may assume the worst — that you were caught attempting to sell a replica. In truth, something seemingly legitimate, such as the use of brand names or excessive search terms, may result in the same "punishment" as a more serious violation. Solution? Familiarize yourself with Ebay's listing policies .
9. Let's talk aesthetics. And we're not just talking graphics, either. If the text is larger than that which was used to announce the bombing of Pearl Harbor, it's TOO BIG! Newspaper articles are set at 9 points. Large print books are 12. So no matter how things may look on YOUR screen, resist the temptation to exceed the 9-12 point range for non-headline text. If that seems too small, blame your display settings. High display resolutions may cause "normal type" to look like the ultra fine print in a legal contract. If you must use larger text, click the auction preview button to see how it will look. Next, go into your display settings and select a lower resolution. If your current resolution exceeds 1024x768, dropping down will have the effect of enlarging everything you see on screen, including your auction preview. The results may not look pretty, but it will give you an accurate representation of how BIG your text appears to others. A professional, easy-to-read listing is essential because LV shoppers typically have over 1,000 search returns to sift through — not an entire day to make sense of yours.
   
10. If you remember nothing more from this guide, remember this: Don't post too few photos. By far, the vast majority of inquiries that waste both seller and bidder/buyer time alike will come in the form of photo requests. Consider: Would you drop $300+ on Ebay on the most replicated product of all time based upon two or three so-so photos at best? Not if you'd done your homework. So don't fault a smart shopper. Rather, head him or her off at the pass by posting the necessary photos. These include:

• tags if you have them;
• the box, if you have it;
• the receipt, when applicable (with personal info. whited out or digitally erased);
• the model number (under the leather tab on speedy style Louis Vuitton bags, for example);
• the "made in" stamp which may appear on the exterior and/or interior. For that matter, post a photo of ANY text that is in or on the item, or on any lock and key that comes with a handbag. Besides the placement of the text, the font is usually an indicator if the product is legit. Foreign replica makers do not always reproduce the typeface faithfully. Those who are familiar with the real product will want to visually compare what they see to a known original;
• the dust bag. If you have the original dust bag, don't show a photo of it obscured by the handbag, folded off to the side or, worse, promise to include it with shipment although no image of the sleeper bag appears whatsoever. Why? Because aside from the labels, replicas are oftentimes easiest to spot by the corners they've cut on the dust bags. Some of the more obvious fakes use a clashing combination of LV logos, French phrases, and Louis Vuitton text, oftentimes screened on impossibly thin, paper-like fabric. Others use a contrasting stitching that is not at all in keeping with the color of the originals. As a result, the first thing that a scam artist is likely to leave out of a counterfeit auction listing is the dust bag. So if you've got one, parade it! Lay it out flat so that the authenticity speaks for itself to all who appreciate what an LV dust bag is supposed to look like;
• all sides of the item and any labels or markings therein. Because most of these items are used, providing proof of authenticity isn't the only reason to provide a generous number of photos. Would-be bidders and buyers, even if they are convinced your item is authentic, want to know the condition of your specific item. And let's face it: Everybody has a different definition of "new", "mint", "excellent", "good", "fair" and "poor". One seller might say something with a split corner and loose stitching is in great condition with "lots of life left in it", when another person would conclude that it looks dirty, damaged or ready for the scrap heap. So in addition to the all important step of describing the condition — for the benefit of stating what the photos may not pick up — do your best to SHOW the item's condition. For a handbag, this means shooting photos of the TOP, the BOTTOM, the BACK, the FRONT, the SIDES (both ends), and the INSIDE. For those who aren't good at math, that's SEVEN PHOTOS, not including photos of the labels, dust bag, tags, etc. Of course, you can always do one better than the minimum stated above. For example, since the Vachetta leather handles are often the first place to show signs of wear, consider posting a close up of the handles, as well as any areas that show evidence of cracking, fraying, scuffing, cosmetic stain, pen mark, water or grease spot. The last thing you need is a disgruntled buyer who has just dropped $300 or more accusing you of downplaying a problem or hiding it entirely. Better that you exaggerate the level of wear and tear and have the buyer pleasantly surprised at how insignificant in appearance those flaws really are, than risk negative feedback.

FAQ



What if I honestly don't know whether what I am planning to sell is authentic?

1. A potentially higher asking price is worth the effort of tracking down a copy of the original receipt. Louis Vuitton prices are no secret — anyone can look them up at eLuxury.com — and they never go on sale. So if you found the item at an estate sale or received it from a family member or friend, don't be afraid to ask where it was purchased. Louis Vuitton boutiques keep a record of all transactions. So if you really want to prove to yourself and everyone else that you are not party to the rampant replica problem, request that your gracious gift giver supply the missing information. And if you don't want to embarrass anyone by saying you plan on trading that prized designer bag for cold, hard cash, tell 'em you need a copy of the receipt for insurance purposes.
2. If you impulsively bought a LV on Ebay only to realize it came out of your grocery budget, don't just say you bought it from a trusted so-and-so, list the specific seller and item ID for the transaction so that your buyers can do the sleuthing on their own. Ebay allows transactions to show in your feedback profile anyhow, but if you do enough business the transaction can get buried fairly quickly. As a result, such statements are likely to result in a lot of needless clicking through your buying history — unless you indicate exactly what transaction to look out for.
   
3. If you haven't considered it already, contact CarolDiva.com or MyPoupette.com to provide an independent evaluation for a nominal PayPal fee. This goes for uncertain sellers and buyers alike. Understand that contacting a third party is no guarantee — after all, an expert's opinion is subject to the same pitfalls of deceptive or poor photography. Just the same, it may be the best peace of mind you can buy. Whether your credit card company, Ebay, PayPal or a small claims court judge will accept such an evaluation in the event of a dispute? Better this form of documentation than nothing at all, but don't count on it.
   

What is the difference between a knockoff, replica and counterfeit item?


Replica and counterfeit items may be confused with the real McCoy, but knockoff items merely borrow inspiration — perhaps the use of common materials or colors — without naming names (trademarks). Randy Cohen's answer in a May 22, 2005 New York Times column titled "Acceptable Knockoffs", sums it up best:

Aren't those cheap imitations quick to fall apart and easy to spot, though?


According to many Louis Vuitton Internet buying guides, yes. In reality? Not always. Michelle Moore, a spokeswoman for the International AntiCounterfeiting Coalition, interviewed by reporter D. Parvaz of Seattlepi.com for a June 13, 2006 Lifestyle article titled "Spotting a knockoff handbag can be harder than you think," says "In some counterfeit goods, the quality is so good that it really takes a forensic expert to tell if it's fake or not."



Help! I've been shopping for  months now and I keep running across listings that look promising but are incomplete, the seller promises pictures that never come, or the auction states that questions regarding authenticity are unacceptable. Are you telling me that ALL of them have something to hide?


I suspect that reality lies somewhere in the middle. Some sellers are honest but naive, whereas others are attempting to pull a fast one. The only way to unravel this Catch-22 is for hurried sellers to slow down and take time out to set their authentic designer goods apart from auctions that are intentionally incomplete or misleading.

New Ebayers aren't the only ones who fall into these traps, either. Some sellers are new to selling designer items but have achieved Powerseller status in another product segment, and see no reason to believe that selling a designer handbag or accessory should be any different. In truth, however, selling a notoriously counterfeited designer item is a different ballgame.

If all else fails, my advice to buyers — and you'll have to tread carefully here — is to send a link to this selling guide to those who seemingly have good intentions but are unknowingly scaring legitimate bidders and buyers, such as yourself, off. In these situations, the only type of bidders who are likely to remain behind are those who have failed to do their homework. Even so, most folks have heard the rumors that fakes abound, which is why some get cold feet and bail out of their obligation to pay. All the while, those who are ready and willing to part with their money for a legitimate transaction hold their breath. When the necessary information or photos are not forthcoming, prospective bidders and buyers resign themselves to another search. Given how fast and furious the bidding becomes, the process is likely to repeat yet again when a seemingly legitimate auction is lost to a higher bidder. Smart shopping can easily become a part time job! Consequently, the complaint for sellers is actually the same as it is for prospective buyers: This is taking up too much of my valuable time! With a bit of luck, this buying guide will lead to a better selling and buying experience for all involved. That's my hope, at least.




Now that you are eDUcaTed…


Heeding the above suggestions WILL take more of your time as a seller — perhaps an additional 20-60 minutes. And yes, this may not be the most cost-effective use of your time if you are selling an item valued at, say, $10, $20 or $50. However, Louis Vuitton products, even secondhand, are not chump change transactions. Cost aside, designer items tend to be collectible, and collectors tend to be more discriminating. Meanwhile, Louis Vuitton retail prices are increasing every year, which ups the ante on secondary markets as well. So in the end, posting a complete listing can only help bolster the impression that you have nothing to hide. By contrast, sellers who have an illegitimate product to sell are unlikely to go to any length to portray or describe their item because doing so would reveal the scam. Following the advice outlined in this guide, therefore, will more than make up for itself in the time you SAVE answering email questions, and the money you EARN because your fellow Ebayers are confident enough to place higher maximum bids.

Bottom line? Be the type of seller you wish other sellers were to you. After all, you'll need all the positive feedback you can get if you want to stick around these parts for long.


Happy Ebaying!




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Wow, you practically wrote a book!

Yeah, and it practically took as long, too. If you find this guide helpful, please vote for it at the bottom of this page. Thank you!