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How counterfeits affect outdoor apparel brands

As the number of fake outdoor clothing items increases online, we investigate consumers' trust, buying habits, and what makes them prone to buying counterfeit.

In this research, we investigate consumers’ susceptibility, perceptions, and behaviours towards counterfeits online, as well as the repercussion these have on brand’s reputation and sales. The study covers key findings on consumers’ trust, buying habits, and what makes them prone to buying counterfeit.

This research is aimed at businesses within the outdoor apparel sector, seeking to understand consumers’ perceptions and attitudes towards outdoor products, specifically when shopping online.

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