According to a recent study by BrandMonitor, the market for fake sneakers in Russia in 2020 amounted to 63 billion rubles. At the same time, sales of original products reached 150 billion rubles.
BrandMonitor's research is based on the results of a nationwide consumer survey and 5 million ads for the sale of sportswear and footwear on social networks and on marketplaces.
The experts also relied on data obtained during visits to more than 5 stores in cities with a population of over 500 people and the results of 100 test purchases and examinations of goods. The study was conducted on the 000 largest manufacturers of sportswear and footwear.
The analytical report says that in 2020, Russians, in principle, began to buy less sneakers: at least one pair of sports shoes was purchased by 8% fewer respondents than a year earlier. Thus, compared to 2019, the turnover of counterfeit sports shoes decreased by almost 18%. Last year it amounted to 77 billion rubles. The average price of counterfeit sneakers has decreased to 2160 rubles, which is 10% lower than in 2019.
In 60% of cases, fake sneakers are sold in traditional retail outlets. According to the estimates of the company's specialists, in 2020 more than 25 outlets earned 000 billion rubles for the sale of counterfeit products.
The share of online sales of fake sneakers increased by 10% compared to last year and, as a result, amounted to 40% or 25 billion rubles.
In total, at least 22 thousand new ads for the sale of counterfeit products appear on social networks and marketplaces per month.
The company's experts identified more than 38 thousand posts with fakes on Instagram and at least 48 thousand on Vkontakte. In 2020, more than 390 thousand ads for the sale of counterfeit goods appeared on the Yula and Avito marketplaces.
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