I’m not gonna lie – these prom dress fails crack me up! What’s NOT funny is that according to the American Bridal and Prom Industry Association, counterfeiting costs $400 million per year to the fashion industry. That means a tremendous number of everyday, hard-working folks are getting ripped off! This kind of nonsense hurts not only the buyer, but the designer, the brand’s reputation and the small business owner as well.
Now let’s be honest, this could happen in any industry, but when one is spending a considerable amount of money for a special dress that might win her a crown or an award, take her down the aisle or across a red carpet, dresses like these are a physical and monetary disaster!
Let me walk you through how a reputable designer/retailer relationship works. First, a retailer must meet several criteria before being allowed to carry a designer’s merchandise. In most cases, he/she must show proof of a viable storefront and/or working ecommerce site. The retail outlet must meet the standards of the designer and be a good fit for the brand in terms of style and philosophy and be able to deliver the kind of demographic necessary to sustain sales. Once approved, a retailer must purchase a minimum number of pieces, ranging from 12 to 80 garments, per season to maintain the relationship. Only then, does the retailer receive access to the professional photographs of each design which are necessary to advertise and promote the business. Retailers may order additional stock if available, but they cannot return merchandise that doesn’t sell. In addition, while periodic store sales or promotions are allowed, discounts are not, as they cheapen the brand and downgrade the exclusivity boutique sales provide.
Top name designers have spent years honing their craft, gathering a clientele, building their brand and reputation and forging relationships with factories, sales reps and retailers. So, while many of the prom dress fails warn against “buying a dress from China,” the truth of the matter is that nearly every famous designer works directly with factories in China and India – but they are factories with which they have exclusive agreements and their designs and sales are held in strict confidence.
Counterfeiters, however, don’t operate under these guidelines. The internet is littered with photos and sites that claim to sell name-brand, designer gowns when they’re really peddling hijacked photos and false promises! If you find a company online that boasts it manufactures a particular designer’s brand – it does not. As a retailer, I don’t even know which factories produce for each designer.
A good designer has many things to consider when creating a high-end gown: fabric, color, lighting, movement, layers, embellishment, not to mention knowledge of various body styles and basic garment construction. A counterfeiter, however, can be anyone from an otherwise reputable online store owner to a random guy with a sewing machine and a website! There have been 9 million counterfeit web pages taken down and over 1,500 counterfeit sites seized by the ABPIA.
Yes, designer gowns can be pricey, however, you can be assured that you’re getting a top-quality item when you purchase from an authorized dealer. Every designer who sells in the boutique industry lists the retailers with whom they do business on their own websites. Some, such as Sherri Hill, require retailers to add an “authorized website” seal to store websites before releasing images to them. Know before you buy and save yourself the stress!
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