How counterfeiting is changing for fashion and apparel brands

Old designs never really disappear

A long-standing problem in fashion is that past seasons' designs keep selling. Outdated and discontinued styles remain listed on Chinese wholesale sites long after brands have moved on, and they continue to feed resellers and counterfeit storefronts.

Proving copyright ownership when assets keep changing

Fashion brands refresh their websites, lookbooks, and campaign imagery constantly. That pace makes it harder to prove ownership when a counterfeiter copies a photo or design, because the original may no longer be live or may have been replaced several times. Without clear, dated records of their creative assets, brands can struggle to back up copyright claims.

Print‑on‑demand remains a steady source of theft

Print‑on‑demand sites haven't gone away. Anyone can upload a logo, graphic, or signature print and sell it on shirts, bags, and accessories with no inventory and almost no cost. Each listing may be small, but the volume adds up, and these sites need ongoing monitoring to keep basic IP theft in check.

Looking beyond individual listings

Removing listings is still necessary, but it only addresses what's visible. Knowing which countries are exporting knockoffs, and how those goods reach customers, helps brands and platforms spot patterns instead of chasing single sellers. When a seller is high‑impact enough to warrant further investigation, test purchases can confirm the product is counterfeit and build the evidence for stronger action.

What this means for fashion and apparel brands

• Keep dated records of creative assets. Archive product imagery, prints, and campaign content, and register copyrights on key designs, so ownership is easy to prove later.
• Monitor legacy designs. Older styles keep selling on wholesale sites long after they leave your catalog.
• Watch print‑on‑demand sites. Small-scale theft is easy to overlook but persistent.
• Treat enforcement as intelligence gathering. Track where knockoffs are made, how they're fulfilled, and which sellers cause the most damage.