Digital infringement is no longer confined to marketplaces or anonymous domains. Today’s threatscape is defined by a structural shift in both consumer behaviour and vendor strategy: from e-commerce websites to media-first platforms, direct-to-consumer messaging apps, and short-form content ecosystems.

Social commerce is not only accelerating in reach, but fragmenting enforcement efforts, placing unprecedented pressure on brand owners to adapt, monitor, and act swiftly across decentralized channels.

Main threats targeting luxury brands on social media

Impersonation accounts and fake profiles

An alarming 22 million users are following fake fashion and luxury brand accounts across platforms. The average number of followers for counterfeit profiles has surged by 20% in 2024 alone, compared to late 2023.

These accounts typically rely on:

  • Full impersonation techniques using stolen imagery and layouts
  • Brand handle spoofing: e.g., “brandname.official” or regionalized variants
  • Bot-controlled engagement farms that artificially inflate credibility

Multi-channel counterfeit networks

Sophisticated counterfeit operators utilise multi-channel ecosystems, combining Instagram, TikTok, WhatsApp, and external fake shops to:

  • Publish “zombie listings”
  • Direct consumers to covert sales channels via private messages
  • Avoid detection by removing sales elements from visible platforms

These structures create encrypted, evasive infrastructures, requiring advanced monitoring tools and legal foresight.

Ephemeral content tactics

The exploitation of disappearing formats like Instagram Stories or Snapchat posts—which vanish after 24 hours—greatly complicates detection. These are used to:

  • Launch flash sales of counterfeit goods
  • Evade traditional traceability
  • Engage in coordinated bot repost attacks (botnets) with minimal digital footprint

Paid advertising exploitation

Malicious actors purchase social ads to actively promote counterfeit goods. Paid ads, once a trusted visibility tool, now contribute to the global reach of fake listings.

Without robust monitoring, these campaigns risk legitimising fakes in the eyes of unaware consumers.

Influencer-fueled “dupe” culture

A growing number of influencers collaborate—intentionally or unknowingly—with counterfeit promoters via affiliate schemes. In exchange for commissions, they help distribute illicit goods to mass audiences under the banner of “affordable luxury alternatives.”

This trend normalises counterfeiting, challenges brand integrity, and capitalises on viral attention cycles.

A strategic pillar-based brand protection framework

Monitoring and enforcement

An effective strategy starts with granular surveillance and prioritised action:

  • Identify high-impact infringers
  • Remove paid ads and deceptive reviews
  • Set thresholds for enforcement to optimise legal spend
  • Monitor seller communications and platform evolution
  • Quantify revenue loss and develop restitution pathways

Platform engagement and proactive escalation

Brands must shift from passive complaints to structured engagement with social platforms:

  • Audit their enforcement policies and escalation timelines
  • Supply real-time keyword lists and high-risk imagery
  • Negotiate recurring sync meetings with internal compliance teams

Rights-holder and institutional collaboration

Brand protection becomes exponentially more effective through:

  • Joint actions with IP agencies and national authorities
  • Peer-to-peer intelligence sharing among industry stakeholders
  • Cross-functional teams linking IP, cybersecurity, marketing, and legal

Key metrics to assess the brand protection

Quantifying value recovered from protection programmes is vital. Indicators include:

  • Revenue loss per engagement: e.g. Post reach × $0.05 cost per engagement (industry benchmark)
  • Illicit listing value:
    Listings removed × Avg. stock × Avg. price × 60% sell rate × 40% conversion rate × Gross margin
  • Brand sentiment & reputation:
    Social sentiment scores, complaint incident data, retailer feedback
  • Consumer trust:
    Blockchain authenticator interactions, re-purchase rates, refund/litigation trends

Conclusion: elevating protection, restoring trust

The luxury industry faces a crossroads: protect aggressively or concede ground to digital counterfeiters. With data-driven enforcement, platform engagement, and stakeholder alliances, fashion brands can turn vulnerability into opportunity, strengthening both revenue and consumer loyalty.

Dreyfus Law Firm offers tailored brand protection strategies rooted in IP law, with a proactive and international scope.

Dreyfus Law Firm is in partnership with a global network of Intellectual Property law specialists.

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FAQ

1. How many users follow fake fashion brand accounts?

More than 22 million globally, with a 20% increase in follower count in 2024 alone.

2. Why is ephemeral content hard to police?

It disappears within 24 hours, leaving little evidence for enforcement or litigation.

3. Are bots still a significant threat?

Yes. From repost storms to hashtag hijacking, bots remain central to counterfeit amplification.