Fake vs. Real football shirts: Millennials choose quality over authenticity

Barcelona, 13th June 2018 – Quality is the number one priority for UK millennials when buying football shirts, shortly followed by price, whilst authenticity is the least important consideration, according to a survey commissioned by Red Points, the technological solution in online brand protection.

The study released ahead of the 2018 World Cup investigated UK millennials’ attitudes towards buying authentic vs. fake football shirts as the sale of football merchandising is set to soar during this year’s tournament.

When it comes to buying football shirts, the research found that an overwhelming majority of UK millennials had never bought fake football shirts (61.7 percent), whilst 26.2 percent admitted to purchasing up to two knock-off shirts in the past 24 months. Interestingly, when asked what factors could have stopped them from buying fake football shirts, the majority of respondents cited the price (53 percent) and better quality of shirts (43 percent) as two elements which could have swayed them.

Similarly, those who didn’t buy fake shirts in the past said the biggest deterrent for doing so was the perceived poor quality of knock-off shirts. Additionally, the majority of respondents (42.9 percent) said the maximum amount of money they’d be willing to pay for an authentic football shirt was between £20-40, with only 8.7 percent of millennials saying they would spend between £60-90 – the amount required to buy England’s official football shirt.

Commenting on the report findings Joan Porta, Head of Brand Protection at Red Points, said:

“As World Cup fever gathers pace, we’ve seen a lot more sophisticated fake football merchandising flogging the internet – especially football shirts. We are no longer talking about slightly-off logos on inferior goods, we are at the point where the fakes are almost identical to the real.

“Millennials are always on the hunt for superior quality goods at the best price and are therefore becoming prime targets for counterfeiters who are continuously improving the look and feel of their products to appeal to the new breed of tech-savvy shoppers. That’s why, more than ever, it’s essentials that brands implement robust and reliable online brand protection strategy to safeguard their products.”

As part of Red Points’ work with some of Europe’s largest football clubs to protect their fans and brands from online illicit activities, the company also published a separate report last month looking at the growth of the counterfeit problem in the football industry in the past three years.

The research found that counterfeiters have gradually migrated from large e-commerce sites to social media to sell their products. This is a result of the improved policing systems implemented in recent years by sites such as Alibaba, which has led to a drop in the number of infringements found on large e-commerce sites and has forced counterfeiters to diversify their sales channels.

About the study
Red Points commissioned a survey in June 2018 looking into UK millennials’ attitudes towards buying fake football shirts vs. authentic. In total, 500 millennials aged 18 to 34 were polled in the UK.

About Red Points

Red Points is a global leader in brand and copyright protection that uses unmatched technology to defend international brands and online content owners against counterfeiting and digital piracy. Red Points is the preferred brand protection partner for prestigious global brands and content owners in the sporting, entertainment, fashion, editorial, design and luxury industries, providing unique services across the entire digital spectrum. The company has been devoted to protecting creativity, innovation, and design since 2011. To learn more about Red Points, please visit www.redpoints.com

For more information, please contact to:

Laetitia Woue
Senior Press Officer at Red Points
+34 934 189 433