Keeping It Real: The Fight Against Counterfeit Gowns

With so many gorgeous styles available today, spotting the perfect dress can be a piece of cake. But what if that perfect dress comes at a price point outside of your wedding budget? For some brides, turning to a discount online seller that claims to be selling the same authentic gown at a fraction of the retail value can seem too good to be true -- and it usually is! Counterfeit gowns sold online are plaguing the bridal world, and industry peers are coming together to join in the fight against them.

Enzoani is proud and honored to be a member of the ABPIA (American Bridal & Prom Industry Association), joining the cause to spread awareness and help against the global threat our industry faces with counterfeits. The sale of counterfeit dresses is harmful not only to unsuspecting brides and shoppers who are hopeful about finding a good deal, but of course also to hardworking retailers and manufacturers that are losing business to dishonest counterfeit websites. 

What is being done thus far to fight against counterfeits?

The good news is that there has been incredible progress made by the industry and spearheaded by ABPIA in the fight against counterfeit gowns. In a letter to industry members via Vows Magazine, ABPIA President Steve Lang announced, "the Federal Courts have once again signed off on an official order directing the close of an additional 3,400 counterfeit web sites emanating from China. This brings the total number of sites closed by the actions of the ABPIA to 5,000." With more and more developments each day in the movement to eliminate counterfeit gown sales, the industry looks toward a brighter future.

What can we do to help, as consumers and as retail partners?

Being aware of the issue is the first step. Brides and consumers can look to information from sources like the ABPIA and the IBMA (International Bridal Manufacturers Association), and work with authorized retailers to ensure that their purchases are the real deal, authentic and high quality. Retail partners can come together, joining the ABPIA along with Enzoani in the fight against counterfeits, and helping to educate their brides by sharing this important information.